Brand Now: How to Stand Out in a Crowded, Distracted World

Brand Now: How to Stand Out in a Crowded, Distracted World

by Nick Westergaard


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Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.

Product Details

ISBN-13: 9780814439227
Publisher: AMACOM
Publication date: 05/01/2018
Pages: 240
Product dimensions: 5.60(w) x 8.30(h) x 0.90(d)
Age Range: 18 Years

About the Author

NICK WESTERGAARD is Chief Brand Strategist at Brand Driven Digital; host of the popular On Brand podcast; and producer and host of the Social Brand Forum, the Midwest's premier digital marketing event. An in-demand speaker, he also teaches branding and marketing at the University of Iowa.

Table of Contents

Introduction xi

Part I The Brand Now Dynamics 3

1 Meaning 5

2 Structure 21

3 Story 36

4 Content 53

5 Community 69

6 Clarity 84

7 Experience 99

Part II The Brand Now Toolbox 117

Welcome to the Brand Now Toolbox! 119

Summary 121

Humor: The Bonus Dynamic 127

Brand Now for B2B Brands 133

Brand Now for Small Business Brands 137

Brand Now for Personal Brands 143

Brand Now for Political Brands 147

Brand Now Naming 151

Brand Now Crisis Communication 157

Touchpoint Checklist 163

Touchpoint Map 167

Appendix 169

Discussion Group Questions 171

Further Reading and Resources 175

Acknowledgments 179

Notes 183

Index 197

About the Author 204

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