Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru
- 4h 7m
- Simon Middleton
- John Wiley & Sons (UK)
- 2010
You don’t need a marketing degree or intensive training to build an attention-grabbing brand; you just need this book – and 30 days.
Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises.
How you work through the book is up to you, the result will be the same: an authentic, compelling and highly distinctive brand that will attract and engage customers and fans.
You will learn how to:
- Establish your brand values and positioning
- Get the all-important name right
- Bring your brand to life
- Turn your customers into your advocates
- Manage your PR and use your marketing budget wisely
- Inspire your staff to live the brand too
- Deal with problems when something goes wrong
Branding is not about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business.
About the Author
Simon Middleton, The Brand Strategy Guru, has worked with world-class brands including Barclays, Aviva, pharmaceutical giant Merial, and sandwich ‘superbrand’ Pret A Manger. As a specialist independent brand adviser he has advised numerous businesses, charities and public sector organizations and is currently helping Hemsby, one of Britain’s smallest seaside resorts, to put its brand profile on the world tourism stage.
Simon writes and presents The Brand Effect, the first TV series to look in depth at brands and branding on British television. Simon presents master classes and keynotes in the UK and beyond. He is a regular media commentator on all things brand related, and in 2009 he became the first Brand Leadership Fellow at the University of East Anglia.
Simon trained as a primary school teacher but found himself instead as a writer and business magazine editor, then a PR executive. He retrained as a nurse, working with people with severe learning disabilities, and spent almost a decade in the NHS. After a second career as an advertising copywriter and creative director, he launched his own brand and creative consultancy practice in 2005.
In this Book
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Build a Brand in 30 Days—With Simon Middleton, The Brand Strategy Guru
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Introduction
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What Your Brand Is and What Your Brand Isn’t
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Your Brand Benchmark Test
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Finding Your Authentic Purpose
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Ambition and Desire: What Do You Actually Want From This?
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From Personal Ambitions to Rational Intent—Brand Strategy
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Talent—Recognizing It and Developing It
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Establishing Your Brand Values (The Things You Won’t Compromise)
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Putting Your Brand In Context—Finding Out What’s Out There
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Use Your Imagination
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Who Don’t You Want to Sell to?
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Exploring Your Brand Through the Six-Legged Spider
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Refining Your Unique Brand Essence
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Understanding Brand ‘Positioning’
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Creating the Narrative
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Your Brand Name—How to Get It Right and How to Avoid Pitfalls
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Crafting the Internal Brand Positioning Statement
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Shaping the External Brand Positioning Line
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Nurturing Your Greatest Resource—You
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Do-It-Yourself Media Relations
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How Not to Waste Your Advertising Budget
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Making Your Brand Come Alive Online
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A Brilliant Brand at Every Touch-Point
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Design Matters
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Your Personal Brand Behaviour
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How to Get Your Staff to Live Your Brand
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Why Cheaper Isn’t Always Better
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What to Do When Your Brand Gets Things Wrong
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Brand Extension—Opportunities and Dangers
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Next Steps
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References and Recommended Reading
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Real Brand Story and Expert View Contributors
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Brand Strategy Guru Speaking and Consultancy
