How to use brands to gain and sustain competitive advantage
Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence–drawn from a detailed analysis of a decade’s worth of brand and financial data using Y&R’s Brand Asset Valuator (BAV), the largest database of brands in the world–that business is riding on yet another bubble that is ready to burst–a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they’re dead wrong–these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands.
Using a five-stage model, The Brand Bubble reveals how today’s successful brands–and tomorrow’s–have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful “energized differentiation.” Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
The Evolution of Cooperation provides valuable insights into the age-old question of whether unforced cooperation is ever possible. Widely praised and much-discussed, this classic book explores how cooperation can emerge in a world of self-seeking egoists-whether superpowers, businesses, or individuals-when there is no central authority to police their actions. The problem of cooperation is central to many different fields. Robert Axelrod recounts the famous computer tournaments in which the “cooperative” program Tit for Tat recorded its stunning victories, explains its application to a broad spectrum of subjects, and suggests how readers can both apply cooperative principles to their own lives and teach cooperative principles to others.
Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don’t push new technologies; they push new meanings.
It’s about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo’s Wii or Apple’s iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight.
But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls “interpreters” – the experts who deeply understand and shape the markets they work in.
Design-Driven Innovation offers a provocative new view of innovation thinking and practice.
When Hugh MacLeod was a struggling young copywriter living in a YMCA, he started to doodle on the backs of business cards while sitting at a bar. Those cartoons eventually led to a popular blog—gapingvoid.com—and a reputation for pithy insight and humor, in both words and pictures.
MacLeod has opinions on everything from marketing to the meaning of life, but one of his main subjects is creativity. How do new ideas emerge in a cynical, risk-averse world? Where does inspiration come from? What does it take to make a living as a creative person?
Ignore Everybody expands on MacLeod’s sharpest insights, wittiest cartoons, and most useful advice. For example:
—Selling out is harder than it looks. Diluting your product to make it more commercial will just make people like it less.
—If your plan depends on you suddenly being “discovered” by some big shot, your plan will probably fail. Nobody suddenly discovers anything. Things are made slowly and in pain.
—Don’t try to stand out from the crowd; avoid crowds altogether. There’s no point trying to do the same thing as 250,000 other young hopefuls, waiting for a miracle. All existing business models are wrong. Find a new one.
—The idea doesn’t have to be big. It just has to be yours. The sovereignty you have over your work will inspire far more people than the actual content ever will.
After learning MacLeod’s forty keys to creativity, you will be ready to unlock your own brilliance and unleash it on the world.
A World Wide Rave!What the heck is that?
A World Wide Rave is when people around the world are talking about you, your company, and your products. It’s when communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. It’s when tons of fans visit your Web site and your blog because they genuinely want to be there.
Rules of the Rave:
- Nobody cares about your products (except you).
- No coercion required.
- Lose control.
- Put down roots.
- Point the world to your (virtual) doorstep.
You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.
What happens when people can’t stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free.
In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.
Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign
In today’s highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers.
In Buy Now!, Rick Cesari reveals twenty-five years’ worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you’re a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes.
- Find out how to use direct response to create a “self-funding “marketing campaign
- Learn the techniques to building offers that will get people to respond to your products
- Use “high touch” direct response marketing to build brand equity and drive sales at retail
- Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands
- Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else
Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari’s market-leading insights.
If you’re a sales and marketing professional, you can save 80 percent of your time and money by zeroing in on the right 20 percent of your market. By page 5 you’ll be applying 80/20² and 80/20³ to gain 10X, even 100X the success.
With powerful 80/20 software (online, included with the book), you’ll apply the Pareto Principle to:
- Slash time-wasters (page 117)
- Locate invisible profit centers in your business (page 31)
- Advertise to hyper-responsive buyers and avoid tire-kickers (page 93)
- Gain coveted positions on search engines (page 70)
- Differentiate yourself from rivals (page 67)
- Gain esteem in your marketplace (page 154)
Created by famed marketing consultant and best-selling author Perry Marshall, unique tools show you exactly how much money you’re leaving on the table, and how to put it back in your pocket – then reinvest for even greater success.
You’ll identify untapped markets (page 164), incremental improvements and high-profit opportunities, gaining time and greater income potential.
A Primer on the Future of PR, Marketing and Advertising
A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions.
Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
Save time and money in building, marketing and promoting your business
With huge recent shifts in the way enterprises are built, marketed, and monetized, these are “wild west” times for business. In this new landscape, entrepreneurs and small business owners actually have an edge in marketing without spinning their wheels or going broke.
Smarter, Faster, Cheaper gives you an innovative, approachable new guide on how to market, promote and improve your business drawing on real world examples and offering practical advice as opposed to fluffy theory. It presents a complete roadmap for marketing and promoting your business with the latest techniques.
- Draws from author David Siteman Garland’s extensive experiences as a successful entrepreneur
- Based on countless interviews with successful leaders, including conversations with entrepreneurs and owners of businesses large and small
- Strategies and ideas are easy to understand, digest, and immediately put to use
From learning when to skimp and when to splurge to mastering the art of online schmoozing, Smarter, Faster, Cheaper will save you time, money, and aggravation whether you’re building your tenth business or your first.
The rules have changed. The American Dream is no longer the “corner office.” It’s a successful lifestyle business you can run from your home office, the beach, or wherever you desire. It’s work you love that still allows you the freedom and income to live the life you truly want. Sound like a tall order? Well, thanks to the Internet, anyone can launch a business with little or no start-up capital or technical expertise. And in Click Millionaires, lifestyle entrepreneurship expert Scott Fox teaches weary corporate warriors and aspiring entrepreneurs how to trade the 9-5 job they hate for an online business they love.
The book explains how to combine outsourcing, software, and automated online marketing to build recurring revenues, all while working less and making fewer of the lifestyle compromises that corporate “success” requires. Readers will learn how to: find a lucrative niche on the Internet that matches their interests and skills; choose an online business model: fromblogs, noozles, and online communities to digital delivery, online services, affiliate marketing-even physical products; position themselves as a experts; build their audience; design the lifestyle they want; and balance passion and profits to realize their personal definition of success.
Featuring stories of dozens of “regular folks” who have reinvented themselves as “Click Millionaires”, this inspiring and practical guide shows readers how to stop dreaming of a better life and start living it!
Ten minibooks cover all you need to know about search engine optimization
Search engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools. With this complete reference, you’ll explore issues not covered anywhere else, including international SEO, how to optimize servers for SEO, and much more. Ten separate books join forces to provide you with a comprehensive, straightforward guide to the benefits, details, and tricks of SEO.
Coverage devotes time to topics such as keyword strategy, competitive positioning, SEO web design, search marketing, and more. You’ll also look at how search engines work and how to create content, link, optimize the foundations, and analyze results.
- Details the capabilities and benefits of search engine optimization (SEO) for gauging the success of online promotional tactics and tools
- Explains how search engines work, nuances of keyword strategy, how to deal with competitive positioning, and more
- Walks you through working with SEO web design, creating content, linking, optimizing the foundations, and analyzing results
- Touches on topics not covered anywhere else, including international SEO and optimizing servers for SEO
Search no further! This book is one-stop shopping for everything you need in order to start your engine and embrace the potential of SEO today.
An SEO Guide for 2015 :: Learn the Real Mechanics behind Search Engine Optimization
Search Engine Optimization has evolved. We saw that evolution begin in 2011, when Google first began its release of the now-infamous algorithm adjustments. It started with Google Panda in February of that same year, which aided in killing off low-quality content that didn’t abide by Google’s Webmaster Guidelines.
But it didn’t end there…
The next few years saw the release of more algorithm adjustments. There was the Google Penguin that began in April of 2012, then it was the emergence of Exact-Match Domains, then it was Google’s Hummingbird and newly-refined semantic searches.
Why is all of this important?
Well, 2014 was a monumental year in the SEO field. We saw significant shifts occurring in online search due to the changed landscape of Google’s algorithms. These shifts completely decimated the old playing field.
Without understanding what’s happened in the past, it’s impossible to gain perspective on what’s occurring in the present, why it’s occurring, and just where we’re heading in the future when it comes to Search Engine Optimization. In 2015, this is even more important now than ever.
No matter your background, SEO 2015 will walk you through search engine optimization techniques used to grow countless companies online, exact steps to rank high in Google, and how get a ton of customers to your site with SEO. First, let me tell you a little secret about SEO marketing…
Most of the search engine optimization advice on the Internet is wrong!
If you’ve sifted through the torrents of search engine optimization advice online, you may have noticed two things:
– Most of the knowledge on SEO is either completely outdated or just dead-wrong.
– Google’s constant updates have rendered many well known SEO optimization strategies completely useless.Why is this so? Google are constantly evolving, making it extremely difficult to know what currently works. Some recent changes:
1. April, 2015 – Google rolling out game changing mobile update—punishing sites with poor mobile support, and rewarding sites with solid mobile support with higher rankings.
2. October, 2014 – Google released new update Penguin 3.0, targeting websites with low quality links.
3. September, 2014 – Google released new major update Panda 4.1, punishing sites with “thin” content.
SEO 2015 walks you through the above updates and more. This book also reveals industry secrets about Google’s algorithm, so you can learn SEO from a fundamental level, achieve top rankings in Google, and generate hundreds, or even thousands of new customers to your site.
Make no mistake; this is no ‘SEO for dummies.’
Rather, SEO Like I’m 5 is the ultimate beginner’s training system for forward-thinking businesses and entrepreneurs that will get you found on Google, social media, and blogs.
You will also learn how to attract followers and leads like a magnet by building a vibrant community around your content, which both users and search engines will love, and leveraging untapped, high-growth platforms and social networks. Lastly, you will learn how to make money online and monetize your content like a pro.
When it comes to SEO, you can spend all your time studying the roots, or you can just learn to pick the fruit. With the 2nd, 2015-updated edition of “SEO Like I’m 5,” our approach lets you focus on picking up the fruit, not studying the tree.
In addition to taking you through the strategic process of building and optimizing your online presence, “SEO Like I’m 5” features dozens of free tools, ‘under-the-hood’ hacks, case studies, real-world examples, and actionable tips.
Optimize the opt-in boxUse social media
Leverage other websites and search
Use offline marketing
Create great emails
The Money’s in the List
Despite all the talk about social media, the money is still in the list. It always will be. Email marketing continues to have dramatically better ROI than any other marketing channel.
Tested Ways to Attract Engaged Subscribers
All the techniques included in the book are proven. They are backed up with stats, referenced to websites. These techniques aren’t sleazy, sneaky, or designed to con people into getting on your list. They attract quality, engaged subscribers. That’s because while you do want a larger list, what you really want is a larger engaged list.
Email is Still the Killer App
Email still delivers over $40 for every dollar spent, and it is used constantly by billions of people. Your email marketing program can and should be the thread that ties all your other marketing together.
“A results getting tour de force. This is simply the best book on email marketing I have ever read.” Howard Lothrop
Email Persuasion: The Step-By-Step Guide to Attracting More Clients and Winning More Sales With Email Marketing
Business fads come and go, but Email Marketing has consistently outperformed all other marketing strategies. In Email Persuasion, marketing expert Ian Brodie reveals the techniques that are working right now to allow professionals and small businesses to connect with potential clients, build trust-based relationships and generate more sales through email.
Inside the book you’ll discover:
- The Customer Insight Mapping technique for building deep understanding of what your clients need and what will motivate them to buy from you.
- 6 surefire subject line models that will get your emails opened and read.
- The “optin formula” for getting the right people to subscribe to your emails (and how to accelerate the growth of your subscriber list).
- How to engage AND persuade with your emails so that you build a loyal ‘fan base’ ready to buy from you.
- The advanced techniques for turning email subscribers into paying clients (and why accepted wisdom on selling in emails is almost all wrong).
“We’ve seen a threefold increase in leads and we’ve won several new clients.” Adrian Willmott
Email Persuasion lays out a clear blueprint for building an engaged subscriber base, building credibility and trust through your emails and converting your subscribers into paying clients.
No jargon. No fluff. Just practical, real-world strategies that deliver results.
“Pick any one idea from this amazing collection of rock solid common sense on email marketing and just do it! Quite simply, it works!” Tony Latimer
Want to know how to build a list of ideal clients as subscribers fast? Start with the Opt-In formula on page 19.
How to get through spam filters, and “greymail” technology? Turn to page 43 for the most up to date advice.
The best format for emails? Page 57. When to send them and how frequently? Start on page 59, but also check page 83 on why frequent emailing is often more effective?
Getting your system onto autopilot? Page 95. Advanced techniques to get the right messages to the subscribers who will most value them? Page 103. Writing persuasively? Page 109.
“Ian gives you all the information you need to succeed in plain and simple English based on what actually works in the real business world today” Anna Letitia Cook
Packed full of examples, templates and clear next steps for you to do to get your own email marketing system up and running quickly and getting you results. If you’ve ever been overwhelmed by the complexity of email marketing or been unsure where to start to get the best results, Email Persuasion will provide you a clear path to succeeding with email.
If you want to get results fast from email marketing then you need Email Persuasion. Scroll up and grab a copy now.
More than 6,000 words and phrases that make the difference between “yadda-yadda-yadda” and copy that sells
Looking for a better way to say “authentic?” Words That Sell gives you 57 alternatives. How about “appealing?” Take your pick from 76 synonyms. You’ll even find more than 100 variations on “exciting.” Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers–by mail, online, or in person.
- More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition
- Cross-referencing of categories to jump-start creative thinking
- A crash course in basic copywriting techniques
- Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more
Roget’s is fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute for Words That Sell.
Find the perfect words and phrases to win over customers
Grabbers that get attention:
No-risk offer * One day only! * No strings attached! * What have you got to lose? * All the right ingredients * Inside information * Do you enjoy…? * Leap into…
Descriptions and benefits that create appeal:
Irresistible * winning * zesty * huggable * satisfying * You’ll fall in love with…* Your ticket to… * king-size * Gives you the power * baby-soft *
Clinchers to win over your customer:
Reap the benefits today * Don’t miss out! * No risk now, no risk later! * You can do it!* You be the judge * Send for our free catalog * 100% satisfaction guarantee
Special strategies that seal the deal:
Five-star quality * You’re worth it * Don’t fall for… * We make life easier * You’re one of a select few… * discriminating * Your thoughtful gift
Disclosure of Material Connection: Some of the links throughout my website are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.