| branding questions to ask clients: Brand Naming Rob Meyerson, 2021-12-14 You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming. |
| branding questions to ask clients: The Human Centered Brand Nela Dunato, 2018-10-04 Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your ideal clients truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com |
| branding questions to ask clients: They Ask, You Answer Marcus Sheridan, 2019-08-06 The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales. |
| branding questions to ask clients: Talk Triggers Jay Baer, Daniel Lemin, 2018-10-02 Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says let me tell you about this perfectly adequate experience I had last night. The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation. |
| branding questions to ask clients: The Edge: 50 Tips from Brands that Lead Allen P. Adamson, 2013-01-08 Explains how top brands have maintained a competitive edge, how rapid Internet-based networks are challenging the control of brand reputation, and how companies can safeguard marketing messages for maximum clarity, focus, and profit. |
| branding questions to ask clients: Dear Client Bonnie Siegler, 2018-02-20 In a world where every business, brand, product, and service needs a strong visual identity, it’s critical for clients and creative professionals to work together. And the key to success, as with any relationship, is communication. In Dear Client, award-winning graphic designer Bonnie Siegler offers an invaluable step-by-step guide to how to talk so creatives will listen, and how to listen when creatives talk. Written as a series of honest, friendly lessons—“Know What You Like,” “Decide Who Will Decide,” “Focus Groups Suck,” “Don’t Say ‘Make It Yellow,’ Say ‘Make It Sunny,’” “Serve Lunch During Lunchtime Meetings”—it shows exactly how to deal with the subjectivity, emotional pitfalls, and occasional chaos of a creative partnership. Here’s how to articulate your visual goals and set a clear, consistent direction. How to give feedback that works and avoid words that inhibit creative thinking. How to be open to something you didn’t imagine. And most of all, how to have fun, save money, and get the results you want. |
| branding questions to ask clients: Sprint Jake Knapp, John Zeratsky, Braden Kowitz, 2016-03-08 From inside Google Ventures, a unique five-day process for solving tough problems, proven at thousands of companies in mobile, e-commerce, healthcare, finance, and more. Entrepreneurs and leaders face big questions every day: What’s the most important place to focus your effort, and how do you start? What will your idea look like in real life? How many meetings and discussions does it take before you can be sure you have the right solution? Now there’s a surefire way to answer these important questions: the Design Sprint, created at Google by Jake Knapp. This method is like fast-forwarding into the future, so you can see how customers react before you invest all the time and expense of creating your new product, service, or campaign. In a Design Sprint, you take a small team, clear your schedules for a week, and rapidly progress from problem, to prototype, to tested solution using the step-by-step five-day process in this book. A practical guide to answering critical business questions, Sprint is a book for teams of any size, from small startups to Fortune 100s, from teachers to nonprofits. It can replace the old office defaults with a smarter, more respectful, and more effective way of solving problems that brings out the best contributions of everyone on the team—and helps you spend your time on work that really matters. |
| branding questions to ask clients: Sticky Branding Jeremy Miller, 2015-01-10 #1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries. |
| branding questions to ask clients: Find Your Red Thread Tamsen Webster, 2021-05-17 You have a terrific idea. You know it is so powerful that it could change a life, a market, or even the world. There's just one problem: others can't, or don't, see it... yet. |
| branding questions to ask clients: Strategic Brand Management Kevin Lane Keller, 2003 Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers. |
| branding questions to ask clients: Cocktails & Palm Trees Adam Hempenstall, 2014-08-25 What if I told you the things in your business that are stopping you from living your ideal life are easily fixable? How would you like a fill-in-the-blank solution that will increase your revenue, reduce your working hours and improve your happiness? Here are just a few of the things this book will teach you: - How to increase profits by doing less work - Which systems to use to automate your business - How to organise your enquiries, clients and contacts - How to create 'Award Winning' proposals - How to effortlessly follow up with enquiries - To automate your business finances - A very different, fun kind of goal setting |
| branding questions to ask clients: Undo Motherhood Diana Karklin, 2022-03 Undo Motherhood explores the reasons why a significant number of women around the world today regret becoming mothers. The women in this project love their children and are excellent mothers when judged according to society's standards, and yet they hate the oppressive mother role that robbed them of their own existence and suffer through it in silence, feeling it to be the worst mistake they have made. In this book, Diana Karklin combines two narrative languages: her photography and her interviews with women. It is divided into seven chapters: anger, fear, isolation, exhaustion, guilt, resignation and acceptance. The last chapter stresses the importance of accepting regret in order to be able to deal with it in a constructive way without harming the children. Diana chose to present the seven stories from seven different countries as separate booklets - each with a 'closed' cover - in a slipcase, to highlight the loneliness of these mothers trapped in their homes and condemned to silence. As much as Diana would want to see them as a collective voice, the reality is different. ,,An honest, courageous, and radical book that without passing judgement gives a voice to women struggling with the experience of a social role that they do not want, experiencing guilt and the burden of moral expectations. A book that allows us to explore the other dimension of motherhood, a dimension that is always hidden in the shadow. It is necessary to look at motherhood as it is in all its aspects, in order to free it from prejudices, and to present vital options to both mothers and children who find themselves in this situation, --Ana Casas Broda, photographer and author of Kinderwunsch, that explores the complexity of motherhood and the relationship with her two sons. |
| branding questions to ask clients: The Brand Flip Marty Neumeier, 2015-07-24 Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it? |
| branding questions to ask clients: The Game Changing Attorney Michael Mogill, 2018-10-18 These days, even if you're an outstanding lawyer, you're getting lost in the shuffle. The legal landscape is saturated with over 1.3 million attorneys. In The Game Changing Attorney, marketing expert Michael Mogill teaches actionable strategies to help you break through the noise, gain your ideal client's attention, and land the best cases. |
| branding questions to ask clients: How to Style Your Brand Fiona Humberstone, 2015-05 The right brand identity has the power to attract, engage and compel people to do business with you. But for many entrepreneurs, creating an effective brand can be a challenge. Whether you're a start-up on a lemonade budget, or a seasoned entrepreneur planning on working with a professional, an understanding of the process is essential. In this comprehensive workbook, Fiona Humberstone will walk you through the process of styling your brand. From finding your focus, creating an inspirational vision and unlocking the power of colour psychology; Fiona will help you understand the design details that will make your business irresistible. How to Style Your Brand will ensure you get your branding right, first time. In How to Style Your Brand, Fiona shares with you the secrets behind using colour to create an emotive connection; how to use pattern and illustrations to add character and personality and how to carefully select typefaces that add a distinctive and intentional edge to your designs |
| branding questions to ask clients: Working with Design Clients Jessica Meharry, Meaghan Dee, 2024-09-05 The studio is a core strand of design education, and working with real clients is one of the most valuable ways for students to develop their professional design practice skills. The book is a practical guide to working on real-life briefs in the design studio - how to collaborate with and connect to communities, find and retain clients, and manage real-world design problems. Using tools and frameworks based on years of research and experience, students can develop their professional skills in a supportive environment. The book is divided into four sections: - Why (industry connections, experiential learning, personal empowerment) - What (engaging with communities, client work, structure) - Who (work roles, client relationships, articulating value) - How (launching, logistics, planning) The final section of the book covers information for those expanding into student-led studios, and includes information on strategies, financing and how to plan for the future. Supported by a companion website featuring downloads and resources for both students and instructors. |
| branding questions to ask clients: Lean UX Jeff Gothelf, Josh Seiden, 2016-09-12 UX design has traditionally been deliverables-based. Wireframes, site maps, flow diagrams, content inventories, taxonomies, mockups helped define the practice in its infancy.Over time, however, this deliverables-heavy process has put UX designers in the deliverables business. Many are now measured and compensated for the depth and breadth of their deliverables instead of the quality and success of the experiences they design. Designers have become documentation subject matter experts, known for the quality of the documents they create instead of the end-state experiences being designed and developed.So what's to be done? This practical book provides a roadmap and set of practices and principles that will help you keep your focus on the the experience back, rather than the deliverables. Get a tactical understanding of how to successfully integrate Lean and UX/Design; Find new material on business modeling and outcomes to help teams work more strategically; Delve into the new chapter on experiment design and Take advantage of updated examples and case studies. |
| branding questions to ask clients: Value Proposition Design Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith, 2015-01-28 The authors of the international bestseller Business Model Generation explain how to create value propositions customers can’t resist Value Proposition Design helps you tackle the core challenge of every business — creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to create products that sell. Using the same stunning visual format as the authors’ global bestseller, Business Model Generation, this sequel explains how to use the “Value Proposition Canvas” to design, test, create, and manage products and services customers actually want. Value Proposition Design is for anyone who has been frustrated by new product meetings based on hunches and intuitions; it’s for anyone who has watched an expensive new product launch fail in the market. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. You’ll learn the simple process of designing and testing value propositions, that perfectly match customers’ needs and desires. In addition the book gives you exclusive access to an online companion on Strategyzer.com. You will be able to assess your work, learn from peers, and download pdfs, checklists, and more. Value Proposition Design is an essential companion to the ”Business Model Canvas” from Business Model Generation, a tool embraced globally by startups and large corporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more. Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models. |
| branding questions to ask clients: The Art of Client Service Robert Solomon, 2016-03-17 A practical guide for providing exceptional client service Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work. Written by one of the industry's most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to beginning, building, losing, then regaining trust with clients. It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do. |
| branding questions to ask clients: Designing Brand Identity Alina Wheeler, 2012-10-11 A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity |
| branding questions to ask clients: Getting Started in Consulting Alan Weiss, 2019-04-02 The definitive guide to getting out of the office and getting into consulting Getting Started in Consulting, Fourth Edition is the acclaimed real-world blueprint to professional and financial freedom. For nearly two decades, this invaluable resource has helped thousands of people quit the daily grind and become their own boss. This practical and motivational guide provides the tools and knowledge to control your future and secure your fortune. From establishing goals and sorting out the legal and financial paperwork, to advanced marketing strategies and relationship building techniques, this indispensable book offers step-by-step instructions for you to establish and grow your own consultancy business. This extensively revised and updated fourth edition includes new and expanded coverage on topics including utilizing informal media, changes in legal and financial guidelines, key distinctions of wholesale and retail businesses, and much more. Author Alan Weiss delivers expert advice on how to combine minimal overhead with optimal organization to produce maximum income. Every step in the process is clearly explained, including financing, marketing, bookkeeping, establishing your fees, and more. This guide is a comprehensive, one-stop source for everything you need to prosper in the rapidly expanding world of private consultancy. Adopt a pragmatic and profitable strategy to achieve incredible results from your consultancy business Learn to identify and address the most commons issues facing your prospects and clients Leverage technology to reduce labor, maximize profitability, and increase discretionary time Access sample budgets, case studies, references and appendices, downloadable tools and forms, and online resources The modern business landscape presents unique opportunities for those willing to take the leap from corporate offices to home offices. Getting Started in Consulting, Fourth Edition is the must-have guide for anyone seeking to cut their own path to their own consulting business. |
| branding questions to ask clients: Copywriting Second Edition Mark Shaw, 2012-10-18 Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This new, expanded edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, Copywriting, Second Edition takes you through step-by-step processes that can help you to write content quickly and effectively. Including insightful interviews from leading copywriters, as well as illustrated case studies of major brands that explore the challenges involved in creating cutting-edge copy, this book will provide you with all the tools you need to become a confident and versatile creative copywriter. |
| branding questions to ask clients: Ask a Manager Alison Green, 2018-05-01 From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together |
| branding questions to ask clients: The Win Without Pitching Manifesto Blair Enns, 2018 |
| branding questions to ask clients: How to Start a Business in Colorado Entrepreneur Press, 2007-07-09 SmartStart Your Business Today! How to Start a Business in Colorado is your road map to avoiding operational, legal and financial pitfalls and breaking through the bureaucratic red tape that often entangles new entrepreneurs. This all-in-one resource goes a step beyond other business how-to books to give you a jump-start on planning for your business. It provides you with: Valuable state-specific sample forms and letters on CD-ROM Mailing addresses, telephone numbers and websites for the federal, state, local and private agencies that will help get your business up and running State population statistics, income and consumption rates, major industry trends and overall business incentives to give you a better picture of doing business in Colorado Checklists, sample forms and a complete sample business plan to assist you with numerous startup details State-specific information on issues like choosing a legal form, selecting a business name, obtaining licenses and permits, registering to pay taxes and knowing your employer responsibilities Federal and state options for financing your new venture Resources, cost information, statistics and regulations have all been updated. That, plus a new easier-to-use layout putting all the state-specific information in one block of chapters, make this your must-have guide to getting your business off the ground. |
| branding questions to ask clients: Aaker on Branding David Aaker, 2014-07-15 Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. Aaker on Brandingoffers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management. |
| branding questions to ask clients: A Master Class in Brand Planning Judie Lannon, Merry Baskin, 2007-12-10 In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking. |
| branding questions to ask clients: Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay Ernan Roman, 2010-10-22 Learn how you can use the revolutionary five-step marketing process that helped Microsoft, NBC Universal, and IBM achieve double-digit increases in sales. When HP uses the Voice of the Customer methodology, our marketing campaign results improve dramatically: response rates improve 3X to 10x, sales increase 2x or more, and we can spend far less to get great results. When we don’t use VOC, our results can suffer greatly. -Garry Dawson, Hewlett-Packard, Americas Advertising and Direct Marketing Manager Ernan is a leading expert in creating disciplined “Voice of Customer” driven marketing processes. If you want to move from just talking about VOC to being a leader in implementing it, you must read this book. -Fred Neil, Global Head of CRM, Dell The clearest and best book yet published on the subject of Voice of the Customer marketing principles. In this hands-on tutorial, Ernan takes you through the steps that can transform your business, putting your customers at the center of defining what is relevant and what will drive deeper engagement. -Bernd Schmitt, Professor, Columbia Business School, Author of Customer Experience Management and Big Think Strategy In Voice of the Customer Marketing, Ernan Roman, the award-winning marketing guru who created the IDM (Integrated Direct Marketing) and Opt-in marketing methodologies shows you a proven, step-by-step process for understanding the expectations of your customers and prospects for more effective relationships and deeper levels of value. He then demonstrates how to use these insights to develop high impact, high return relationship marketing strategies and action plans which generate consistent double-digit increases in response and sales. The book's numerous case studies demonstrate the most effective uses of Voice of the Customer marketing in action, and the most frequent mistakes marketers make-trying to manage customers rather than continually engaging them. This book is essential reading for all marketers, whether in Fortune or Growth sized companies, who want dramatic increases in sales and marketing effectiveness. |
| branding questions to ask clients: Brand Intervention David Brier, 2017-11-29 Taken from over 30 years of building global brands, regional brands, local brands and startups, this is a no-holds-barred, no-punches-pulled compilation that will liberate your mind, empower your strategies and elevate your brand with master brander David Brier.--back cover |
| branding questions to ask clients: Playing to Win Alan G. Lafley, Roger L. Martin, 2013 Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions. |
| branding questions to ask clients: The Intuitive Customer Colin Shaw, Ryan Hamilton, 2016-08-20 Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences. |
| branding questions to ask clients: The Design Method Eric Karjaluoto, 2014 A frank explanation for designers on how to create and implement a practical process for creating functional visual communication Feeling uninspired? That shouldn't keep you from creating great design work. Design is not about luck, inspiration, or personal expression. |
| branding questions to ask clients: What Great Brands Do Denise Lee Yohn, 2014-01-07 Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights. |
| branding questions to ask clients: Design Is a Job Mike Monteiro, 2022-11 Take care of yourself as a working designer and use design as a tool for good. |
| branding questions to ask clients: Obviously Awesome April Dunford, 2019-05-14 You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you. |
| branding questions to ask clients: Business Model You Timothy Clark, Alexander Osterwalder, Yves Pigneur, 2012-03-12 A one-page tool to reinvent yourself and your career The global bestseller Business Model Generation introduced a unique visual way to summarize and creatively brainstorm any business or product idea on a single sheet of paper. Business Model You uses the same powerful one-page tool to teach readers how to draw personal business models, which reveal new ways their skills can be adapted to the changing needs of the marketplace to reveal new, more satisfying, career and life possibilities. Produced by the same team that created Business Model Generation, this book is based on the Business Model Canvas methodology, which has quickly emerged as the world's leading business model description and innovation technique. This book shows readers how to: Understand business model thinking and diagram their current personal business model Understand the value of their skills in the marketplace and define their purpose Articulate a vision for change Create a new personal business model harmonized with that vision, and most important, test and implement the new model When you implement the one-page tool from Business Model You, you create a game-changing business model for your life and career. |
| branding questions to ask clients: Get Real About Branding Art Forward, 2019-07-08 Get Real about Branding reveals the incredible power of making the right promise and keeping it in marketing, advertising, and branding. It explains how to make trust a differentiating benefit of your products, services, and brand as it steers you around expensive marketing, advertising, and branding pitfalls in concise language with many examples from his personal experience. Veteran marketing consultant Art Forward reviews how to go beyond standard research and data, how to get and use customers’ insights to create your unique marketing tools, how to discipline creativity without hobbling it, how to inspire associates to take the right actions, and how to turn the right actions into compelling content in your own powerful internal and external media. To help you get results, Art provides twelve worksheets that guide you through implementation of the process year after year. |
| branding questions to ask clients: Brand Thinking and Other Noble Pursuits Debbie Millman, 2013-05-01 We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search. |
| branding questions to ask clients: The Ultimate Question Fred Reichheld, 2007-08 One Simple Question Can Determine Your Company's Future. Do You Know the Answer? The Ultimate Question offers hands-on guidance on how to: Distinguish good profits from bad. Measure NPS and benchmark performance against world-class standards. Quantify the economic value generated by customer word of mouth. Assign accountability for improving customer relationships. Identify core customers and set priorities for strategic investments. Move customers beyond mere satisfaction to true loyalty. Create communities of passionate advocates that stimulate innovation and growth. Practical and compelling, The Ultimate Question will help you solve your organization's growth dilemma. |
| branding questions to ask clients: ZAG Marty Neumeier, 2006-09-20 When everybody zigs, zag, says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear whiteboard overview style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to read customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com. |
The Essential Guide to Branding Your Company [Free Kit]
Jul 28, 2017 · A brand gives a business its unique identity -- from the way content looks and feels to how it sounds and resonates. Think about some of the most iconic brands out there, and …
What is Branding? Its Elements, Effectiveness & Importance ...
Branding is the creation of an identity for a product, service, or company. It is built of such elements as logos, names, colors, and messaging that differentiate one entity from its …
What Is Branding? Everything Is Branding. - Toptal
Whether it’s white label, private label, or we-don’t-use-a-label, branding is everywhere—but is everything branding?. Toptal Design Blog editor Cameron Chapman and I have differing …
Branding: Qué es, tipos, importancia y cómo crear una estrategia
Nov 4, 2020 · El branding ayuda a las marcas a volverse conocidas, posicionarse de manera positiva en el mercado y a ser deseadas por los consumidores.Todo esto, siempre apostando …
What Is Branding? Defined By 10 Experts - Ebaqdesign
What is branding? This article explores definitions from 10 leading experts to examine key themes like brand, differentiation, and consumer perceptions.
The ultimate guide to brand strategy with examples | Canva
Brand personality. A brand personality is a set of human characteristics that are attributed to your company. You will build brand equity by building a consistent brand personality that permeates …
What Is Branding: Definitions, Key Features, Objectives ...
Sep 27, 2023 · In today’s fiercely competitive business landscape, branding stands as a linchpin in the realm of marketing and consumer engagement. It encompasses far more than mere …
The Essential Guide to Branding Your Company [Free Kit]
Jul 28, 2017 · A brand gives a business its unique identity -- from the way content looks and feels to how it sounds and resonates. Think about some of the most iconic brands out there, and …
What is Branding? Its Elements, Effectiveness & Importance ...
Branding is the creation of an identity for a product, service, or company. It is built of such elements as logos, names, colors, and messaging that differentiate one entity from its …
What Is Branding? Everything Is Branding. - Toptal
Whether it’s white label, private label, or we-don’t-use-a-label, branding is everywhere—but is everything branding?. Toptal Design Blog editor Cameron Chapman and I have differing …
Branding: Qué es, tipos, importancia y cómo crear una estrategia
Nov 4, 2020 · El branding ayuda a las marcas a volverse conocidas, posicionarse de manera positiva en el mercado y a ser deseadas por los consumidores.Todo esto, siempre apostando …
What Is Branding? Defined By 10 Experts - Ebaqdesign
What is branding? This article explores definitions from 10 leading experts to examine key themes like brand, differentiation, and consumer perceptions.
The ultimate guide to brand strategy with examples | Canva
Brand personality. A brand personality is a set of human characteristics that are attributed to your company. You will build brand equity by building a consistent brand personality that permeates …
What Is Branding: Definitions, Key Features, Objectives ...
Sep 27, 2023 · In today’s fiercely competitive business landscape, branding stands as a linchpin in the realm of marketing and consumer engagement. It encompasses far more than mere …
