
BRAND Is a four letter Word : Positioning and the Real Art of Marketing
by Mcghie, AustinBuy New
Rent Book
Used Book
We're Sorry
Sold Out
eBook
We're Sorry
Not Available
This item is being sold by an Individual Seller and will not ship from the Online Bookstore's warehouse. The Seller must confirm the order within two business days. If the Seller refuses to sell or fails to confirm within this time frame, then the order is cancelled.
Please be sure to read the Description offered by the Seller.
Summary
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. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.