BRAND Is a four letter Word : Positioning and the Real Art of Marketing
by Mcghie, AustinFormat: Hardcover
Pub. Date: 2012-04-15
Publisher(s): Ingram Pub Services
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Summary
Brand is the most abused and misusedword in the marketing lexicon. As a verb, brand is a four-letter word. Unless you're a rancher, there's no such thing as branding. Brand is a noun and, unlike Google, should never be used as a verb. Brand is the prize, but the actual work to be done is positioning, the art of which sits at the heart of marketing. This is a book about positioning.
Table of Contents
| Opening Rant | p. 13 |
| Brand Is a Four-Letter Word | p. 23 |
| An Introduction | p. 25 |
| Brand (Double) Speak | p. 30 |
| What the Hell is a Brand Anyway? | p. 38 |
| Great Brands Are Built from the Inside | p. 44 |
| Want a Great Brand? Build a Great Product | p. 52 |
| A Brand is a Response, Not a Stimulus | p. 55 |
| Position Is An Eight-Letter Word | p. 59 |
| Differentiation-Often Discussed, Seldom Achieved | p. 60 |
| Difference Must Be More Than Skin Deep | p. 63 |
| Eccentricity Rules | p. 68 |
| Differentiated Advantage | p. 71 |
| The Importance of the Missionary Position | p. 73 |
| Don't Be a Prisoner | p. 78 |
| Invent, Don't Construct | p. 81 |
| Love Me or Hate Me-Just Don't Like Me | p. 84 |
| Position Narrow, Catch Wide | p. 88 |
| Own Something | p. 92 |
| Niche is Not a Four-Letter Word | p. 95 |
| The Joys of Disruption | p. 99 |
| The Disposable Strategy | p. 102 |
| Positioning Happens | p. 105 |
| Find Your Difference | p. 107 |
| Brand Architecture-A Positioning Puzzle | p. 110 |
| The Non-Sense of Positioning | p. 113 |
| Marketing is a Nine-Letter Word: (A Random Walk Through a Marketer's Mind-In Six Parts) | p. 121 |
| Thoughts You Can Use Tomorrow | p. 122 |
| Build Critical Marketing Mass | p. 123 |
| Stop Thinking Outside the Box | p. 127 |
| Change | p. 130 |
| Find the Flow | p. 133 |
| Think Before You Blink | p. 136 |
| Build an Experience | p. 140 |
| Make Yourself Famous | p. 144 |
| Thoughts on the Customer | p. 147 |
| The Consumer is Dead | p. 148 |
| Your Customer is a Cynic | p. 151 |
| Saints and Sinners | p. 153 |
| Customers Not Marketing Advisors | p. 156 |
| Thoughts on Research | p. 160 |
| Are You Feeling It? | p. 161 |
| Drowning in Information | p. 164 |
| The Importance of Why | p. 166 |
| I Like to Watch | p. 168 |
| Do You Know How High is Up? | p. 171 |
| Thoughts on Communicating That Position | p. 174 |
| Keep It Real | p. 175 |
| What's Your Back-Story? | p. 178 |
| Attention-The New Brand Currency | p. 181 |
| The Dollar Value of Creativity | p. 184 |
| A Nod to David Ogilvy | p. 188 |
| Assume You'll Only Get One Shot | p. 190 |
| Advertising-And the Need for Radical Re-engineering | p. 192 |
| Thoughts on the New World Order | p. 196 |
| Marketing in a World of Ubiquitous Information | p. 197 |
| It Takes a Village to Raise a Brand | p. 201 |
| The Truth Will Win Out-Sooner Not Later | p. 203 |
| Catch a Virus | p. 206 |
| Market to the Brand Broadcaster | p. 209 |
| Just Thoughts | p. 212 |
| Marketing is Judo Not Karate | p. 213 |
| If It's Not Important Enough to Win, You'll Lose | p. 216 |
| Sir Isaac's First Law | p. 220 |
| Sir Isaac's Second Law | p. 223 |
| Stop Fixing Things | p. 226 |
| The Brand Hijack | p. 228 |
| Be Careful with the Brand Keys | p. 232 |
| The New ROI-Return on Imagination | p. 234 |
| Scenario-Based Planning-An Idiot's Guide | p. 237 |
| Simplicity-The Ultimate Sophistication | p. 240 |
| Our Infatuation with Cool | p. 242 |
| Technology Marketing-It's Different Out There | p. 245 |
| Positioning You | p. 250 |
| Conclusion | p. 252 |
| A User's Guide to the Users Guide | p. 254 |
| About the Author | p. 269 |
| Index | p. 271 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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