Briefs for Building Better Brands : Tips, Parables and Insights for Market Leaders

by Gorman, Allan

• ISBN13: 9780974916903
• ISBN10: 0974916900
• Format: Hardcover
• Copyright: 2004-09-30
• Publisher: Brandspa Llc

Summary

Briefs for Building Better Brands is a delightful compendium of marketing revelations that have -- in the last decade -- become increasingly more important in the making (or breaking) of companies and the products they're selling. Gone are the glory days of traditional media advertising that was once key to distinguishing products from competitors. Allan Gorman now calls for the redefining of traditional marketing into the creation of "brand delight" and he is right on time. Converts and disciples to this new theorem are sobering up to the fact that cost accountability is at the top of budget planning discussions; and that clever headlines, fancy graphics, retro-music TV ads, and a cool website don't work as well anymore to improve the bottom line. For the savvy business exec who wants to shape his market, rather than follow it Briefs for Building Better Brands offers eye-opening strategies and tools -- taught in a straightforward, non-preachy way -- without the typical fancy jargon or tedious theory normally found in other marketing books. Book jacket.

Author Biography

Author, designer, speaker and consultant, Allan Gorman

Table of Contents

Acknowledgments	p. 11
Preface	p. 17
Do you know why you're in business?	p. 19
How to get your brand inside that exclusive club available only to the market leaders	p. 24
What's the price you pay for putting off your marketing?	p. 32
The consequences of board think	p. 38
Not as advertised (What happens when a brand doesn't meet the customer's expectations)	p. 43
Branding lessons from the Orp man	p. 47
It's all about becoming THAT!	p. 51
Finding a great meme can turn your product or service into a charismatic brand	p. 58
Let's have some serious fun (When employees love the brand, customers love it too)	p. 61
Should you fire your ad agency and hire a PR firm instead?	p. 66
Just look at all those Santas! (The dangers of dressing up in someone else's costume)	p. 72
Aren't you a slave to good design?	p. 76
"Why you? What's in it for me?" (Offering them a solution-based answer)	p. 80
The entire State of Texas sabotaged by a few nuts!	p. 85
Vision and values for market leadership	p. 89
Your visual message: Is it hurting or helping your sale?	p. 92
Branding: The emotional shortcut to winning the rational sales argument	p. 96
Brenda, Bob, and Bill: A lesson in the power of brand experience	p. 100
Special Reports
George Silverman's 28 Secrets of word-of-mouth marketing	p. 108
AGCD's Brand IQ Test	p. 121
Resources
Recommended Reads	p. 130
Helpful Web Sites	p. 134
Contact Information	p. 140
Index	p. 144
Product Order Form	p. 152
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