Brand is a Four Letter Word: Positioning and the Real Art of Marketing

Portada
Advantage Media Group, 2012 - 288 páginas
Marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
 

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Índice

Opening Rant
13
An Introduction
25
Brand Double Speak
30
What the Hell is a Brand Anyway?
38
Great Brands Are Built from the Inside
44
Want a Great Brand? Build a Great Product
52
A Brand is a Response Not a Stimulus
55
SECTION 2
59
Thoughts on Research
160
Are You Feeling It?
161
Drowning in Information
164
The Importance of Why
166
Like to Watch
168
Do You Know How High is Up?
171
Thoughts on Communicating That Position
174
Keep It Real
175

DifferentiationOften Discussed Seldom Achieved
60
Difference Must Be More Than Skin Deep
63
Eccentricity Rules
68
Differentiated Advantage
71
The Importance of the Missionary Position
73
Dont Be a Prisoner
78
Invent Dont Construct
81
Love Me or Hate MeJust Dont Like Me
84
Position Narrow Catch Wide
88
Own Something
92
Niche is Not a FourLetter Word
95
The Joys of Disruption
99
The Disposable Strategy
102
Positioning Happens
105
Find Your Difference
107
Brand ArchitectureA Positioning Puzzle
110
The NonSense of Positioning
113
SECTION 3
121
Thoughts You Can Use Tomorrow
122
Build Critical Marketing Mass
123
Stop Thinking Outside the Box
127
Change
130
Find the Flow
133
Think Before You Blink
136
Build an Experience
140
Make Yourself Famous
144
Thoughts on the Customer
147
The Consumer is Dead
148
Your Customer is a Cynic
151
Saints and Sinners
153
Customers Not Marketing Advisors
156
Whats Your BackStory?
178
AttentionThe New Brand Currency
181
The Dollar Value of Creativity
184
A Nod to David Ogilvy
188
Assume Youll Only Get One Shot
190
AdvertisingAnd the Need for Radical Reengineering
192
Thoughts on the New World Order
196
Marketing in a World of Ubiquitous Information
197
It Takes a Village to Raise a Brand
201
The Truth Will Win OutSooner Not Later
203
Catch a Virus
206
Market to the Brand Broadcaster
209
Just Thoughts
212
Marketing is Judo Not Karate
213
If Its Not Important Enough to Win Youll Lose
216
Sir Isaacs First Law
220
Sir Isaacs Second Law
223
Stop Fixing Things
226
The Brand Hijack
228
Be Careful with the Brand Keys
232
The New ROIReturn on Imagination
234
ScenarioBased PlanningAn Idiots Guide
237
SimplicityThe Ultimate Sophistication
240
Our Infatuation with Cool
242
Technology MarketingIts Different Out There
245
Positioning You
250
Conclusion
252
A Users Guide to the Users Guide
254
About the Author
269
Index
271
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Términos y frases comunes

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Sobre el autor (2012)

Austin McGhie is the president of Sterling Brand’s Strategy Group. Throughout his thirty-year career, he ran marketing departments, sales forces and advertising agencies before slowly coming to the realization that he was really only good at strategy. Austin fervently believes that there is no marketing problem or opportunity that can’t be framed as a positioning exercise. Austin’s team at Sterling Brands works with some of the top marketers in the world, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott Labs and YouTube. Austin travels too much, but when he’s home he lives in Northern California’s Marin County with his wife, two children and dog. Back in the day, he was “almost good enough” to play professional soccer. Having recently ridden his bike 100 miles a day to cross the country, you can usuallynd him riding up the nearest hill.

Información bibliográfica

TítuloBrand is a Four Letter Word: Positioning and the Real Art of Marketing
AutorAustin McGhie
EditorAdvantage Media Group, 2012
ISBN1599323273, 9781599323275
N.º de páginas288 páginas
  
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