The Ad-free Brand: Secrets to Building Successful Brands in a Digital World
Today you can build powerful, enduring brands at amazingly low cost - without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise! All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat's billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to uncover, communicate, and evolve your ideal brand position...embed branding in organizational culture...collaborate with your brand community...avoid costly mistakes...and much more. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!
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2 AdFree Brand Positioning Basics
3 Brand Positioning Research
4 Designing Brand Positioning
5 The Internal Brand Positioning Rollout
6 The External Brand Positioning Rollout
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