Building Billion Dollar Brands: Spectacular Successes & Cautionary Tales: The Lure Of Brand Response From Both Sides Of The Marketing Fence

Building Billion Dollar Brands: Spectacular Successes & Cautionary Tales: The Lure Of Brand Response From Both Sides Of The Marketing Fence

by Rick Cesari, Barb Westfield


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Better Branding, Better Benefits

Marketing techniques, retailers, and distribution channels have changed dramatically since authors RICK CESARI and BARB WESTFIELD started in the business of brand building and direct response advertising twenty-five-plus years ago, and they will continue to change, but over their combined years of experience, Rick and Barb have found that five key strategies have remained constant:

1 Utilizing your “unique selling proposition,”
or USP;

2 Creating a name and market position for your product or business;

3 Under-promising and over-delivering;

4 Listening to your customers to develop world-class customer service and powerful testimonials that will sell for you 24/7, and

5 Direct branding selling—the best way to brand for most small businesses and startups.

In this book, Rick and Barb will expand on these simple brand-building keys and show you how they built brands like GoPro, the George Foreman Grill, Sonicare, and others using these keys, and how you, too, can put them to use immediately in your business or new product launch.

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Product Details

ISBN-13: 9781599327020
Publisher: Advantage Media Group
Publication date: 11/27/2018
Pages: 174
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

RICK CESARI has been a pioneer in the direct response advertising industry since the early
’90s, using brand response strategies to build iconic brands from scratch such as Juiceman, Sonicare, The George Foreman Grill, OxiClean, and many others.

BARB WESTFIELD founded Westfield Market Makers in 2010 to provide private consulting to consumer products companies. From dynamic, ground breaking prestige beauty tools to iOT
products, Barb works exclusively on new market verticals to germinate startups in product categories which are disruptive, innovative, and groundbreaking.

Table of Contents

Acknowledgments xi

Foreword xv

Introduction 1

Chapter 1 What Is a Brand and Why Do You Need One? 5

Chapter 2 Direct Branding: Don't Brand to Create Sales, Sell to Create the Brand 29

Chapter 3 The Power of Positioning 43

Chapter 4 What's in a Name? 55

Chapter 5 Deliver Value 67

Chapter 6 Give Your Product Away 79

Chapter 7 Always Listen to Your Customers 93

Chapter 8 World-Class Customer Service 109

Chapter 9 Timeless Marketing Secrets 121

Chapter 10 The Power of Y 135

Chapter 11 Your Brand at Retail 143

Conclusion 153

Customer Reviews