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Microbranding: Build a Powerful Personal Brand and Beat Your Competition

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Overview

In an over-marketed, highly competitive age getting noticed isn't easy. We are drowning in a sea of message yet gasping for attention. Yet most of us compete on a personal or local level. So why not use the big brand techniques to really stand out? MicroBranding is the simple process of owning a tiny corner in the mind of someone you want to impress. It could be your spouse, your boss, or your customer. The truth is that if they know your name at all, you already have a brand. A MicroBrand is a highly focused, ...
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Overview

In an over-marketed, highly competitive age getting noticed isn't easy. We are drowning in a sea of message yet gasping for attention. Yet most of us compete on a personal or local level. So why not use the big brand techniques to really stand out? MicroBranding is the simple process of owning a tiny corner in the mind of someone you want to impress. It could be your spouse, your boss, or your customer. The truth is that if they know your name at all, you already have a brand. A MicroBrand is a highly focused, personal or local brand built with clever public relations, innovative, targeted marketing and strategic networking. MicroBrands are efficient, local, and often rely on individual personality. Great marketers have to master the emotional side of the marketing business. They cannot be all logic and no feelings. If your marketing strategy doesn't feel right inside of you, if you can't express it in a passionate, emotional way, it probably won't work on the outside either. MicroBranding explores this concept in detail and shows us how to actively develop and manage our brands. MicroBranding will teach you how to create, build, manage, and protect a powerful personal or local brand.
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Product Details

  • ISBN-13: 9780971007826
  • Publisher: Leading Authorities, Incorporated
  • Publication date: 12/17/2001
  • Pages: 235
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

T. Scott Gross is the creator of Positively Outrageous Service, one of the most powerful MicroBrands in the customer service business. Scott makes complex ideas simple and easy to put to work. An instrument-rated pilot and Emergency Medical Technician, Scott also volunteers with the Angel Flight organization as a First Responder. He lives in Center Point, Texas.
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Table of Contents

Introduction xi
Part I
Chapter 1 Branded! 1
Chapter 2 From Product to Lovemark 21
Chapter 3 The Brand Advantage 29
Chapter 4 What Builds Loyalty? 33
Chapter 5 Leader of the Brand 37
Part II
Chapter 6 The Branding Process 43
Chapter 7 Truth or Dare 49
Chapter 8 1, 2, 3...Culture! 57
Chapter 9 Mission, Vision and Goals 65
Chapter 10 A Fine Position 77
Chapter 11 Conscious Creation 91
Chapter 12 Image Is Everything 103
Chapter 13 Name That Brand! 113
Chapter 14 Building the Brand 125
Part III
Chapter 15 Signature Showmanship 129
Chapter 16 Retail Theater 143
Chapter 17 Cement Yourself 155
Chapter 18 Road Running 175
Chapter 19 Just Wait 181
Chapter 20 Networking Is... 187
Chapter 21 e-everything 201
Chapter 22 POS Marketing 211
Chapter 23 Nothing But Web 235
Chapter 24 Freedom Begins With Me 239
Chapter 25 Brand Champions 243
Chapter 26 Brand Management 255
Chapter 27 Protecting the Brand 263
Chapter 28 Killing Your Brand 267
Chapter 29 Conversational MicroBranding 273
Chapter 30 MicroBranding Toolbox 279
Appendix Web Addresses 293
Index 297
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  • Anonymous

    Posted January 31, 2002

    critical thinking works

    Scott Gross makes this concept sink in and applicable to anyone who wants to improve themselves or their organization. It's almost a 'Gee, why din't I think of that' in every chapter....it is on the re-read shelf.

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