Branding. The FIRST step to building your ideas into a reality. Check out these books to help you learn to build your own brand from the comforts of home.
Unconscious Branding
by Douglas Van Praet
For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . . Human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age.
2. Getting to Like
by Jeremy Goldman & Ali B. Zagat
Getting to Like is a practical, actionable guide to anticipating and staying one step ahead of the curve--and your competition. Each chapter provides specific examples for effective communication and engagement, including:
Strategies for both in-person and digital channels.
Interviews, case studies, and advice from branding and marketing experts.
Specific guidelines for successfully navigating the most essential platforms.
It's a crowded, competitive marketplace out there. Getting to Like will help you stand out, make your voice heard, and take those crucial steps toward future-proofing your career.
3. Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media
By Jeremy Goldman
Going Social is an indispensable guide to taking advantage of digital marketing, reaching a critical number of prospective customers, and revitalizing your business’s brand. You’ll gain answers to the questions every marketer is asking, like
-How much is a Facebook “like” worth?
-What are the best dashboards for monitoring multiple social channels simultaneously?
-How do you keep it all going around the clock?
-And which automation tools, promotional ads, scheduling platforms, and social media channels offer the greatest return on investment?
Jeremy Goldman explains the ins and outs of platforms such as Facebook, Twitter, LinkedIn, Google+, Foursquare, Instagram, and Pinterest and teaches readers how to formulate a social strategy, pinpoint and cater to the right audience, give their brand a unique online voice, create relevant and engaging content, identify and reward influencers, build strong bonds with bloggers, become truly customer-centric, respond to negative feedback, use targeting to engage more effectively, turn employees into social marketers, and engage with ROI in mind.
4. Fascinate: How to Make Your Brand Impossible to Resist
By Sally Hogshead
Fascination is the most powerful way to capture an audience and influence behavior. This essential book examines the principles behind fascination and explores how those insights can be put to use to sway:
• Which brand of frozen peas you pick in the case.
• Which city, neighborhood, and house you choose.
• Which profession and company you join.
• Where you go on vacation.
• Which book you buy off the shelf.
Structured around the seven languages of fascination Hogshead has studied and developed—power, passion, innovation, alarm, mystique, prestige, and alert—Fascinate explores how anyone can use these triggers to make products, messages, and services more fascinating—and more successful.
The Apple Experience: Secrets to Building Insanely Great Customer Loyalty
by Carmine Gallo
Apple Stores earn more money per square foot than any other retailer. At the core of Apple's success and intense customer loyalty, however, aren't just "Insanely Great" products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.
With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people -- employees or customers -- can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.
Would you rather have the guided tour to building your own brand? See the Keeping Clever courses for a step-by step walk through of how you can build a beautiful brand.
