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Reviews
1. Brand/Story: Cases and Explorations in Fashion Branding
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Bloomsbury Academic FairchildDescription
Brand/Story: Cases and Explorations in Fashion Branding, Second Edition examines how a retailer, manufacturer, or designer label uses storytelling to grab a consumer's interest. For consumers, branding tells the story and creates the identity for a product, a person, and a company. Using 10 case studies on such notable brands as Levis and Vivienne Westwood, Brand/Story looks at what a fashion brand is about and why companies advertise the way they do. It enables the reader to think critically about branding-both the medium and the message-and not simply take advertisements and brands at face value.
New to this edition:
~Features 7 new brands including LuluLemon, Warby Parker, MAC Cosmetics and Topshop/Topman
~Over 40 new color images including advertisements for Ralph Lauren, Vera Wang, and Dolce & Gabbana
~Updated interviews with industry professionals including Nancy Mair, General Merchandise Manager, Burlington Stores and Jill Walker-Roberts, President of Walker-Roberts Consulting
~New Go Outside! exercises provide readers with scenarios in which they can apply what they learn to other brands they encounter
~Chapter objectives and discussion questions allow the reader to fully engage with the content
Instructor Resources:
~Instructor's Guide and Test Bank provide suggestions for planning the course and using the text in the classroom
~ PowerPoint presentations include images from the book and provide a framework for lecture and discussion
2. Building a StoryBrand: Clarify Your Message So Customers Will Listen
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New York Timesbestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses.
Donald Millers StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides readers with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services. Building a StoryBrand does this by teaching readers the seven universal story points all humans respond to; the real reason customers make purchases; how to simplify a brand message so people understand it; and how to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
3. Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible
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Brand Identity Breakthrough How to Craft Your Company s Unique Story to Make Your Products IrresistibleDescription
Amazon #1 Bestseller in Public Relations and Selling for Small BusinessDoes your business have a story to tell? It should! Every new product can be unique in its industry. Does yours stand out from the crowd?
After a life of exploring the way people exchange value in over 35countries, Diehl teaches business owners how to have conversations about brand strategy. In Brand Identity Breakthrough, you will learn how todevelop a strong business identity by combining your personality andvalues with the functionality of your products to become irreplaceableto your audience.
Whether you lead a growing company, or are just starting a business, Brand Identity Breakthrough will give you a smarter way to think aboutnew product development and business model generation. With undeniable,well-organized logic, it will show you how anyone can sell more, and athigher prices, so long as they give customers exactly what they want.
* Learn how to build a unique selling proposition for your product
* Learn the best methods for how to sell a product to customers, no matter what you offer.
* Overcome the sales learning curve, and sell products in both physical and online marketplaces.
Table of Contents
Section I: Why Identity Matters
This section will help you learn to see your own value, the value of your business, and the value of your products or services from theperspective of your customers. Only then can you begin to fashion youridentity appropriately. If you can train yourself to think like yourcustomers, you can get a much better idea of what value you should befocused on creating.
1. Can You Tell a Good Story?
2. When Good Ideas Fail
3. Why Entrepreneurs Fail to See Their Own Value
4. Why Others Fail to See Your Value
Section II: Creating Your Brand Identity
We don't always know what makes our own ideas valuable. Failedentrepreneurs are often very close to getting the results they want.They just can't see the bigger picture of how everything in their brandidentity could fit together as one cohesive story. In being so close toyour own business, you forget what things look like to an outsider, andyou can't present your business in a way which will appeal to what theyare specifically looking for. Time to move beyond functionaldescriptions of your business, and focus on profound change.
5. Uncovering Your Core Values
6. Developing a Unique Selling Proposition
7. Crafting Your Personality Profile
8. Knowing Your Target Audience
Section III: Telling Your Story to the World
Communication is happening in every shared moment, and in ways thatare not always obvious. It happens in the way your hair falls on a given day. It happens in how straight you are standing, or the way you walkinto a room. The clothing you wear tells a significant story about whoyou are. There are so many other things we take for granted about themessages we send out to the world. By learning how to be a bettercommunicator, you will gain access to a wide new world of opportunitieswhich are only available if you know how to talk in a way that makesothers want to listen.
9. How to Sell Who You Are
10. How to Speak with Clarity, Authority, & Authenticity
11. How to Display Your Character Through Writing
12. How to Educate Your Audience
Section IV: Brand Identity Case Studies
Case Study #1: From Consultant to Concierge with Productized Services
Case Study #2: Pre-Seeding a Two-Sided Marketplace for Launch
Case Study #3: Turning a Charitable Project into a Profitable Movement
Case Study #4: Skyrocketing a Personal Brand through Narrative Focus
Case Study #5: Embracing Personality in a Technical Niche
Section V: Resources for Prospective Entrepreneurs
Appendix 1: Entrepreneurial Terms Defined
Appendix 2: 50 Useful Starting Questions for New Entrepreneurs
Appendix 3: Making Money Online
4. All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
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All Marketers Are Liars The Underground Classic That Explains How Marketing Really Works And Why Authenticity Is the Best Marketing of AllDescription
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.Legendary business writer Seth Godin has three essential questions for every marketer:
Whats your story?
Will the people who need to hear this story believe it?
Is it true?
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen thats virtually the same car. We believe that $225 sneakers make our feet feel betterand look coolerthan a $25 brand. And believing it makes it true.
As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers dont talk about features or even benefits. Instead, they tell a storya story we want to believe, whether its factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. Thats a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, its time to embrace the power of the story. As Godin writes, Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didnt invent storytelling. They just perfected it.
5. Winkreative Design Stories: A Global View on Branding, Design and Publishing
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Winkreative Design Stories A Global View on Branding Design and PublishingDescription
An insightful look at the work, mindset, and methodology of the global branding and design agency headed by Monocle founder Tyler Brule. Winkreative is the global design, brand identity, and consulting agency of Tyler Brule, the founder of Wallpaper* maga6. StoryBranding(TM) 2.0 (Second Edition) - Creating Stand-Out Brands Through the Purpose of Story
Description
this book will show you how.
Filled with even more branding tools and examples of how to use them, StoryBranding 2.0 will show you how to make your brand stand for something meaningful and gain strong customer affinity:
- Learn how the StoryBranding Model helps you think of your brand as a story character that must overcome obstacles to achieve its goal.StoryBranding 2.0shows you how to develop that character and how to overcome obstacles standing between your brand and its target audience.
- Learn how the StoryBranding Model uses the principles of story logic to help your brand stand out against its competition, even if your brand is functionally similar.
- Discover the power of "I Am" statements that goes well beyond the limitations of existing target personas to achieve even greater empathy with your most likely prospects.
- Learn how to pre-test your new-found brand identity with a powerful new technique called RDT (Resonance Development Testing).
- Use the detailed reference index to quickly find the tool, technique, or quote, you're looking for. The new 40-page essay section makes it easy to review key concepts, more real-life examples,and new information about the application of the StoryBranding Model to personal branding and sales.
highly instructive, but an entertaining read as well.
7. The Power of Branding: Telling Your Schools Story (Corwin Connected Educators Series)
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Corwin PublishersDescription
Turn a spotlight on whats great about your school!
Inform, engage, and support your school community with this step-by-step guide in the Connected Educators Series. Begin exploring the benefits of branding and create an action plan for sharing the excellent things unfolding in your classroom, school, or district. Includes concrete suggestions and in-depth case studies that will help you:
- Artfully create a brand name, symbol or design
- Share great events using blogs and more
- Empower all stakeholders, including students
- Teach digital citizenship K-12
Use this all-inclusive guide to start sharing just how special your school is!
8. Story Selling