Description |
1 online resource (211 pages) |
Contents |
Cover page -- Halftitle page -- Title page -- Copyright page -- Contents -- Acknowledgments -- This is not an introduction -- PART I Setting the Stage -- 1 The best definitions of branding and advertising you'll find -- 2 What we mean by authenticity -- PART II Why Authenticity -- 3 Because it's what we need and resist most -- 4 Because branding and advertising are ready for an authenticity revolution -- 5 Because the survival of your business depends on it -- PART III What Authenticity Requires -- 6 Authenticity requires purpose -- 7 What your brand's purpose is not |
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8 Find your hill and defend it -- 9 What's your exploding scoreboard? -- 10 Understand your audience -- 11 Name the problem and how you solve it -- 12 Seek conflict -- 13 Creation over disruption -- 14 Put yourself in the shoes of your customer and ask, "So what?" -- 15 Use it or lose it -- 16 Remember, people would rather like than hate you -- 17 Know your role, and don't try to be the hero -- 18 You can't succeed without emotion -- 19 Being emotional doesn't mean being saccharine -- 20 Authenticity requires avoiding business jargon -- PART IV Fixing an Inauthentic Brand |
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21 Consider the new reality about how people make decisions -- 22 Cause with caution -- 23 Remember, a company without a story is a company without a strategy -- 24 Be honest about whether your current brand story is boring -- 25 Trim the fat -- 26 Kill your darlings -- 27 Don't try to be funny -- 28 Nobody ever played air guitar to a logo -- 29 This is not a generic brand video -- 30 There's beauty in simplicity -- 31 Speaking of beauty ... -- 32 There is no such thing as speed farming or abracadabra marketing -- 33 What Frank Lloyd Wright can teach us about branding |
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34 Play to the audience, not the amps (or, what the Ramones can teach us about branding) -- PART V Breaking Bad Habits, Building Better Ones -- 35 Take a chance on your customers -- 36 Beware the fool's gold of easy brilliance -- 37 Create hot, edit cold -- 38 It's an act of daring to be sincere -- 39 Authenticity and memorability -- 40 Consider why your dog stares at you when he poops -- 41 Know the proper role of research -- 42 Know your "80 years young" boundaries -- 43 Avoid these words -- 44 Avoid inauthenticity in photos and imagery -- 45 Get your white tuxedo dirty |
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46 Don't fall in love with celebrities -- 47 Don't spill your candy in the lobby -- 48 A loud voice can make even the truth sound foolish -- 49 Don't get that person. Be that person. -- 50 Shut up, he explained -- 51 Maybe people don't want to join your conversation -- 52 Say yes to criticism, no to condemnation -- PART VI Select Profiles in Authenticity -- 53 The customer experience paradox -- 54 The non-flashy warehouse club -- 55 HBO and authentic brand evolution -- 56 LEGO: Saved by loyal customers -- 57 The surprise and delight of Zappos -- 58 Airbnb and the importance of not giving up |
Notes |
59 CrossFit and the art of staying out of the way |
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Print version record |
Subject |
Branding (Marketing)
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Advertising.
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Authenticity (Philosophy)
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branding.
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Advertising
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Authenticity (Philosophy)
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Branding (Marketing)
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Form |
Electronic book
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Author |
Sunny, Jay
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Taylor, Rich
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ISBN |
9781440873218 |
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1440873216 |
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