Microbranding : Build a Powerful Personal Brand and Beat Your Competition

by Gross, T. Scott

• ISBN13: 9780971007826
• ISBN10: 0971007829
• Format: Hardcover
• Copyright: 2002-04-01
• Publisher: Intl Pub Marketing

Summary

In an over-marketed, highly competitive age getting noticed isn't easy. We are drowning in a sea of message yet gasping for attention. Yet most of us compete on a personal or local level. So why not use the big brand techniques to really stand out? MicroBranding is the simple process of owning a tiny corner in the mind of someone you want to impress. It could be your spouse, your boss, or your customer. The truth is that if they know your name at all, you already have a brand. A MicroBrand is a highly focused, personal or local brand built with clever public relations, innovative, targeted marketing and strategic networking. MicroBrands are efficient, local, and often rely on individual personality. Great marketers have to master the emotional side of the marketing business. They cannot be all logic and no feelings. If your marketing strategy doesn't feel right inside of you, if you can't express it in a passionate, emotional way, it probably won't work on the outside either. MicroBranding explores this concept in detail and shows us how to actively develop and manage our brands. MicroBranding will teach you how to create, build, manage, and protect a powerful personal or local brand.

Table of Contents

Introduction	xi
PART I
Branded!	1	(20)
From Product to Lovemark	21	(8)
The Brand Advantage	29	(4)
What Builds Loyalty?	33	(4)
Leader of the Brand	37	(6)
PART II
The Branding Process	43	(6)
Truth or Dare	49	(8)
1,2,3...Culture!	57	(8)
Mission, Vision and Goals	65	(12)
A Fine Position	77	(14)
Conscious Creation	91	(12)
Image Is Everything	103	(10)
Name That Brand!	113	(12)
Building the Brand	125	(4)
PART III
Signature Showmanship	129	(14)
Retail Theater	143	(12)
Cement Yourself	155	(20)
Road Running	175	(6)
Just Wait	181	(6)
Networking Is...	187	(14)
e-everything	201	(10)
POS Marketing	211	(24)
Nothing But Web	235	(4)
Freedom Begins With Me	239	(4)
Brand Champions	243	(12)
Brand Management	255	(8)
Protecting the Brand	263	(4)
Killing Your Brand	267	(6)
Conversational MicroBranding	273	(6)
MicroBranding Toolbox	279	(14)
Appendix Web Addresses	293	(4)
Index	297