BRAND Is a four letter Word : Positioning and the Real Art of Marketing

by Mcghie, Austin

ISBN13: 9781599323275

ISBN10: 1599323273

Format: 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.