The Brand Challenge

the-brand-challenge

The Brand Challenge: Adapting Branding to Sectorial Imperatives

Edited by Kartikeya Kompella

The Brand Challenge consists of four general branding topics followed 11 sector-specific chapters, namely: luxury, retail, business-to-business (B2B), media, financial services, non-profits, fashion, hotels, cities, technology, and football (soccer). Each chapter is written by a different author. Continue reading “The Brand Challenge”

Fans Not Customers

fans-not-customers

Fans Not Customers: How to Create Growth Companies in a No Growth World

by Vernon W. Hill II with Bob Andelman

Vernon W. Hill II founded Commerce Bank in 1973. In 2007, the bank “was sold to Toronto-based TD Bank for $8.5 billion, producing a 30-year, 23 percent annual shareholder return. Everyone profited, including shareholders and team members.” In 2010, he co-founded Metro Bank, bringing the same service culture to British banking. In Fans Not Customers he reveals the secret sauce of his business model. This book is about branding, differentiation, corporate culture, and organic growth, but the dominant theme is providing exceptional customer service. Continue reading “Fans Not Customers”

TED Talks Storytelling

ted-talks-storytelling

TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks

by Akash Karia

The premise of this book is that “the best speakers on the TED stage were the ones who had mastered the art of storytelling.”

The first 30 seconds are critical. “Opening with a story is a tested and proven method for grabbing audience attention and keeping your audience mentally engaged.” Continue reading “TED Talks Storytelling”

Life’s a Pitch

lifes-a-pitch

Life’s a Pitch: The Essential Guide to Presentations

by Terry Ward

Terry Ward uses a broad definition of the word presentation. “Every time you want to persuade, motivate, or inspire, you are making a presentation… The spoken word is a persuasive media… If you want to move people to action, speak to them.”

“The most important aspect of being an effective presenter is your state of mind… We are talking about adopting a state of mind that is listener focused…The more you disappear into your message, the more your audience will trust and respect you… The speakers we remember most are the ones who talked to us in plain English and with sincerity and simplicity. They were authentic in their intentions to bring value to the listeners.”

A recurring theme in this book is to keep things simple and concise. “Present only information that is CORE—concise, organized, relevant, and essential—to your listener… Make it simple and easy to understand… In fact all four essential elements of communication—behavior, content, interaction, and state of mind—benefit from a focus on keeping it simple.” Continue reading “Life’s a Pitch”

Pitch Perfect

pitch-perfect

Pitch Perfect: How to Say It Right the First Time, Every Time

by Bill McGowan

Bill McGowan was a broadcast journalist before becoming a media coach and trainer to executives, athletes, and celebrities. This book provides guidance on preparing for media interviews, speeches, conference panels, wedding toasts, eulogies, and other situations.

The Seven Principles of Persuasion are the foundation. Continue reading “Pitch Perfect”

The New Rules of Marketing and PR

the-new-rules-of-marketing-and-pr-4th

The New Rules of Marketing and PR, Fourth Edition

by David Meerman Scott

David Meerman Scott is an experienced marketing executive who says that interruption-based marketing techniques are ineffective. “I’ve done it the old way. It doesn’t work anymore.” Under the new rules, marketers publish their own content and speak directly with buyers.

“The Internet has made public relations public again… Your newsroom is for your buyers, not just the media… By building a media room that targets buyers, you will not only enhance those pages as a powerful marketing tool but also make a better media site for journalists.” Continue reading “The New Rules of Marketing and PR”

Big Data Marketing

big-data-marketing

Big Data Marketing: Engage Your Customers More Effectively and Drive Value

by Lisa Arthur

“Why don’t you know your customers better?” Lisa Arthur’s diagnosis: “Your data is fragmented.”

“Today’s marketers must engage buyers and prospects with conversations, solicit and act on customer feedback, and deliver experiences that are personalized, timely, and relevant.” Big data marketing makes this possible. Continue reading “Big Data Marketing”

Content Marketing: Think Like a Publisher

content-marketing-rebecca-lieb

Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media

by Rebecca Lieb

“Instead of advertising, the shift is toward publishing… Companies are sharing: knowledge, expertise, and how-to. They know customers who might not have 30 seconds to spend on watching one of their ads might gladly surrender 30 minutes to dive into truly useful content.”

Continuing the ‘think like a publisher’ theme, an editorial calendar “ties that broader schedule together with specifics such as holidays, trade shows, company announcements, events (such as webinars), or new product launches… The editorial calendar also serves as an invaluable map for repurposing content.” Continue reading “Content Marketing: Think Like a Publisher”

The One Percent Windfall

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The 1% Windfall: How Successful Companies Use Price to Profit and Grow

by Rafi Mohammed

Rafi Mohammed is an economist who consults on pricing strategy. The 1% windfall refers to the large impact on operating profits resulting from small adjustments to price. “A study by McKinsey & Company of the Global 1200 found that if they increased their prices by just 1%, and demand remained constant, on average each company’s operating profits would increase by 11%.” The book is about creating a portfolio of pricing options to appeal to as many customers as possible, thus maximizing profit. Continue reading “The One Percent Windfall”

Marketing Insights from A to Z

marketing-insights-a-to-z

Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

by Philip Kotler

Professor Kotler covers a lot of ground quickly as he reflects on 80 marketing-related topics—the average chapter length is 2.3 pages. “My 40-year career in marketing has produced some knowledge and even a little wisdom…  Zen emphasizes learning by means of meditation and direct, intuitive insights. The thoughts in this book are a result of my meditations on these fundamental marketing concepts and principles.”

In the chapter on customer satisfaction, Kotler comments on the impact of customer retention on profitability. Continue reading “Marketing Insights from A to Z”