Billion-Dollar Branding: Brand Your Small Business Like a Big Business and Make Great Things Happen

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Morgan James Publishing, Aug 21, 2012 - Business & Economics - 208 pages
Two advertising veterans explain the myths about branding—and how even the smallest businesses can benefit by defining themselves to their customers.
 
Branding may be the single most misunderstood concept in marketing. It’s not only for big businesses with big bucks. It’s not about a logo, a color, a font, or a type of advertising. Branding is defining a company’s image in such a way that the customer is left with a single feeling about that business and what they do. Branding is about finding a business’s juicy center.
 
Even small businesses on shoestring budgets and sole practitioners can learn the principles of good branding—an effort that encompasses not just messaging, but multiple day-to-day decisions that shape and build your customers’ perceptions and emotions. With numerous real-life examples and the expertise that comes only from experience, this book guides you to a new way of thinking about your business, and the kind of wisdom that no amount of money can buy.
 

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Contents

Really Important Note Foreword
Preface
The Problem With Brand
What Is Brand Really?
The Shining Brand On The Hill
The Sound Of A OneMan Brand Laughing All The Way To The Bank
The Power Of
Brand Rinse Repeat
Hard Work Fear Loathing
To Thine Own Self Be True
Whos Buying You?
Fear And Joy At The Intersection Of Your Brand
Once Upon A Brand
From Defining To Refining
Afterword Free Stuff
Copyright

Putting A Fire In The Small Business Brand

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