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Brand It Yourselfby Lynn Altman (Penguin USA, 208 Pages) "We all know that any joke you have to explain was probably not worth telling. Same thing when it comes to creating a great brand or new product. Of course, there are plenty of consultants and marketing types out there who will say that there is an imperative to have a key insight, a core consumer benefit, plus a compelling reason to believe, and have it all neatly explained for the consumer. But if you’ve got to do that much explaining to your consumer, then you’re probably in serious trouble." Lynn Altman believes that branding should be an energizing, exciting process. Yet too many companies turn it into a complicated grind, burying their common sense about how to connect with their customers. Brand It Yourself is about getting a handle on your brand, fast. Altman and her partner have developed the Brandmaker Express process for positioning any brand quickly, simply, and powerfully. She uses it to help her clients tap into their own creativity and overcome the paralysis that often afflicts marketing departments. Through real branding case studies Altman shares her experiences helping top global companies get out of their own way and develop powerful new products, services, and brand campaigns. You’ll learn how:
Winning the hearts and minds of consumers is not as daunting as you might think. Whether you're a team of one or part of a corporate behemoth, the powerful techniques in Brand It Yourself can help you develop better branding ideas with less stress and wasted time. |