UnBranding: 100 Branding Lessons for the Age of Disruption

UnBranding: 100 Branding Lessons for the Age of Disruption

by Scott Stratten, Alison Stratten


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UnBranding breaks through the noise of disruption.

We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible.

With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly.

This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market.

It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure.

UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app.

We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind.

Some topics will include:

  • Growing and maintaining your brand voice through the noise
  • How to focus on the right tools for your business, for the right reasons
  • Maintaining trust, consistency and connection through customer service and community
  • The most important question to ask yourself before innovation
  • The importance of personal branding in the digital age
  • How to successful navigate feedback and reviews

It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.

Product Details

ISBN-13: 9781119417019
Publisher: Wiley
Publication date: 10/09/2017
Pages: 320
Sales rank: 823,780
Product dimensions: 6.00(w) x 9.10(h) x 1.00(d)

About the Author

SCOTT and ALISON STRATTEN are cohosts of not only The UnPodcast, but five children, two dogs and two cats. This is their fifth bestselling book together, which represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott; Alison is more polite). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like Walmart, 3M, Microsoft, PepsiCo and others have been brave enough to want their advice. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.

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Table of Contents

The Usual UnIntroduction xi

The Moral of the Brand Story xiv

Lesson 1 Logos Don't Matter 1

Lesson 2 Peanut Butter Branding 3

Lesson 3 We Know You Think You're Good, but Are You GoodWell Good? 6

Lesson 4 Selling Cookies Is a Dirty Job 9

Lesson 5 Complacency and ADT's Lame Season's Greetings 12

Lesson 6 Pizza Saves Lives 15

Lesson 7 The Diet That Crossed the Line 17

Lesson 8 Leadership in Action 19

Lesson 9 Hubris and Using Brands You Hate 24

Lesson 10 Creepy Disruption 26

Lesson 11 That Time We Newsjacked 29

Lesson 12 Guacamole Is Extra, but Using Your Image Is Free of Charge 32

Lesson 13 The Kidz Are Alright 34

Lesson 14 Online Theft and Why It Should Matter to You-Yes, Even You 36

Lesson 15 Confessions of an Old Grumpy Guy 41

Lesson 16 Gender Gap 44

Lesson 17 The Roof Is on. Fyre 47

Lesson 18 A Cup of Goodwill 50

Lesson 19 Whatever Fake Doesn't Kill You Doesn't Always Make Your Brand Stronger 52

Lesson 20 pH Branded for Her 56

Lesson 21 Man Cold Marketing 59

Lesson 22 Stop and Thin 61

Lesson 23 Happy Hot Sauce Accidents 64

Lesson 24 A Lesson in Getting That Dream Job 67

Lesson 25 The Value of Content-First Media 70

Lesson 26 How to Go from One Star to Four 72

Lesson 27 Quenching the Brand Thirst 75

Lesson 28 Samsung Swansong 78

Lesson 29 Doctor Wanted: Must Not Have Facebook 81

Lesson 30 InSuencer Marketing 83

Lesson 31 UnLove Shack 85

Lesson 32 What's in a Name 89

Lesson 33 Loyalty Makeup 91

Lesson 34 Skee-Ball Is Forever 93

Lesson 35 You Can't Please Everyone 97

Lesson 36 This Oatmeal Is Just Right 100

Lesson 37 The Pooptastrophe 104

Lesson 38 Scott Spratten, Kitten Killer 108

Lesson 39 The Emperor Has No Juice 110

Lesson 40 The Kind of Branding Soulmate You Don't Want to Be 112

Lesson 41 Keeping the News en Vogue 116

Lesson 42 Send Loyalty Sky High 119

Lesson 43 The Cheesy ROI of Tattoos 121

Lesson 44 Loyalty That Will Never Lego 123

Lesson 45 Ludicrous Speed Innovation 126

Lesson 46 Kickstarter Scrappiness 129

Lesson 47 When Crowdfunding Fails 132

Lesson 48 Don't Make It Weird 136

Lesson 49 Integral Wealth Lacks Integrity 138

Lesson 50 T.G.I.S' Monday 140

Lesson 51 When Everything Goes Up in Flames 142

Lesson 52 Sears and Our Right-Handed Chair 146

Lesson 53 Branding through Service 149

Lesson 54 #GoForTheLawsuit 152

Lesson 55 Wells Fargo and Why Elizabeth Warren Is Our Hero 155

Lesson 56 The Secret to Going Viral 158

Lesson 57 Cookies and Apple 162

Lesson 58 Ad UnBlock 164

Lesson 59 The Definition of Awesome 166

Lesson 60 A Degree in Community 168

Lesson 61 Pepsi Cause Jacking 174

Lesson 62 Unselling Is the Bombdiggity 177

Lesson 63 Because the World Needs More Parent Shaming-Get Off Your Phone! 180

Lesson 64 Freestyle Your Brand 182

Lesson 65 When Charity Flows 184

Lesson 66 Romantic Atlantic 188

Lesson 67 More than a Gimmick 191

Lesson 68 Medium-Rare Data 194

Lesson 69 Hack Your Hiring 198

Lesson 70 Kind, True, Helpful, and Refreshing 201

Lesson 71 Ghost Restaurant 203

Lesson 72 Sort-of-Okay Western 206

Lesson 73 There Is No Urgency in Mediocrity 209

Lesson 74 Are You a Seeder or a Leecher? 212

Lesson 75 Peyton's Pizza Palace 214

Lesson 76 The Cadillac of Coffee Shops 216

Lesson 77 Peloton, Fitness, and Creating Motivation 218

Lesson 78 Opening Up the Brand Crate 221

Lesson 79 Time Will Tell 223

Lesson 80 Razer's Edge 226

Lesson 81 No, We Can't Get You Tickets to Hamilton 229

Lesson 82 For the Love of Animals and the Hatred of Animal Hair 231

Lesson 83 That Week We Sold Socks 233

Lesson 84 Burger Shop Gives Back 236

Lesson 85 Fighting Racism Next Door 238

Lesson 86 Great Culture Has No Expiration Date 241

Lesson 87 Ethics Exchange 243

Lesson 88 Too Much of a Good Thing? 245

Lesson 89 Work Life Balance, en Français 247

Lesson 90 Pet-Not-So-Smart 249

Lesson 91 One Flew Over the Loyalty Nest 251

Lesson 92 Gimme a Break-In 254

Lesson 93 Stone-Cold Success 256

Lesson 94 Charming Pretend Lines 259

Lesson 95 The Stench of Going Above and Beyond 261

Lesson 96 United We Fall 264

Lesson 97 Hook-and-Ladder Stratten 270

Lesson 98 The "All-Natural" Lawsuit 273

Lesson 99 Brand Values Are Cool 275

Lesson 100 Isn't Yelp the Sound a Dog Makes When It's in Distress? 278

Conclusion 281

Index 284

Customer Reviews