How to Establish a Unique Brand in the Consulting Profession – Powerful Techniques for the Successful Practitioner
Autor A. Weissen Limba Engleză Paperback – 4 aug 2008
In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines ten critical branding lessons including
- Branding is about passion, emotion, and visceral impulse-not about cold, hard facts.
- The action that must be generated by the brand association is a purchase.
- Identify exactly which buyer you want to appeal to.
- A brand must serve as a template for future actions and present conduct.
- A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non-buyers.
- Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn't actually discriminate, but merely creates the perception of elitism.
- A brand by any other name would not smell (or sound) as sweet.
- There are times when a name says it all.
How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.
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Specificații
ISBN-13: 9780470433942
ISBN-10: 0470433949
Pagini: 228
Dimensiuni: 192 x 236 x 12 mm
Greutate: 0.4 kg
Editura: Wiley
Locul publicării:Hoboken, United States
ISBN-10: 0470433949
Pagini: 228
Dimensiuni: 192 x 236 x 12 mm
Greutate: 0.4 kg
Editura: Wiley
Locul publicării:Hoboken, United States