UnBranding
100 Branding Lessons for the Age of Disruption
1. Auflage Dezember 2017
320 Seiten, Hardcover
Praktikerbuch
Weitere Versionen
UnBranding breaks through the noise of disruption.
We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships - from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible.
With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly.
This is the age of disruption - it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market.
It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure.
UnBranding is about focus - it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business - because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app.
We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind.
Some topics will include:
* Growing and maintaining your brand voice through the noise
* How to focus on the right tools for your business, for the right reasons
* Maintaining trust, consistency and connection through customer service and community
* The most important question to ask yourself before innovation
* The importance of personal branding in the digital age
* How to successful navigate feedback and reviews
It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.
The Moral of the Brand Story xiv
Lesson 1: Logos Don't Matter 1
Lesson 2: Peanut Butter Branding 3
Lesson 3: We Know You Think You're Good, but Are You GoodWell Good? 6
Lesson 4: Selling Cookies Is a Dirty Job 9
Lesson 5: Complacency and ADT's Lame Season's Greetings 12
Lesson 6: Pizza Saves Lives 15
Lesson 7: The Diet That Crossed the Line 17
Lesson 8: Leadership in Action 19
Lesson 9: Hubris and Using Brands You Hate 24
Lesson 10: Creepy Disruption 26
Lesson 11: That Time We Newsjacked 29
Lesson 12: Guacamole Is Extra, but Using Your Image Is Free of Charge 32
Lesson 13: The Kidz Are Alright 34
Lesson 14: Online Theft and Why It Should Matter to You--Yes, Even You 36
Lesson 15: Confessions of an Old Grumpy Guy 41
Lesson 16: Gender Gap 44
Lesson 17: The Roof Is on Fyre 47
Lesson 18: A Cup of Goodwill 50
Lesson 19: Whatever Fake Doesn't Kill You Doesn't Always Make Your Brand Stronger 52
Lesson 20: pH Branded for Her 56
Lesson 21: Man Cold Marketing 59
Lesson 22: Stop and Thinx 61
Lesson 23: Happy Hot Sauce Accidents 64
Lesson 24: A Lesson in Getting That Dream Job 67
Lesson 25: The Value of Content-First Media 70
Lesson 26: How to Go from One Star to Four 72
Lesson 27: Quenching the Brand Thirst 75
Lesson 28: Samsung Swansong 78
Lesson 29: Doctor Wanted: Must Not Have Facebook 81
Lesson 30: InSuencer Marketing 83
Lesson 31: UnLove Shack 85
Lesson 32: What's in a Name 89
Lesson 33: Loyalty Makeup 91
Lesson 34: Skee-Ball Is Forever 93
Lesson 35: You Can't Please Everyone 97
Lesson 36: This Oatmeal Is Just Right 100
Lesson 37: The Pooptastrophe 104
Lesson 38: Scott Spratten, Kitten Killer 108
Lesson 39: The Emperor Has No Juice 110
Lesson 40: The Kind of Branding Soulmate You Don't Want to Be 112
Lesson 41: Keeping the News en Vogue 116
Lesson 42: Send Loyalty Sky High 119
Lesson 43: The Cheesy ROI of Tattoos 121
Lesson 44: Loyalty That Will Never Lego 123
Lesson 45: Ludicrous Speed Innovation 126
Lesson 46: Kickstarter Scrappiness 129
Lesson 47: When Crowdfunding Fails 132
Lesson 48: Don't Make It Weird 136
Lesson 49: Integral Wealth Lacks Integrity 138
Lesson 50: T.G.I.S' Monday 140
Lesson 51: When Everything Goes Up in Flames 142
Lesson 52: Sears and Our Right-Handed Chair 146
Lesson 53: Branding through Service 149
Lesson 54: #GoForTheLawsuit 152
Lesson 55: Wells Fargo and Why Elizabeth Warren Is Our Hero 155
Lesson 56: The Secret to Going Viral 158
Lesson 57: Cookies and Apple 162
Lesson 58: Ad UnBlock 164
Lesson 59: The Definition of Awesome 166
Lesson 60: A Degree in Community 168
Lesson 61: Pepsi Cause Jacking 174
Lesson 62: UnSelling Is the Bombdiggity 177
Lesson 63: Because the World Needs More Parent Shaming--Get Off Your Phone! 180
Lesson 64: Freestyle Your Brand 182
Lesson 65: When Charity Flows 184
Lesson 66: Romantic Atlantic 188
Lesson 67: More than a Gimmick 191
Lesson 68: Medium-Rare Data 194
Lesson 69: Hack Your Hiring 198
Lesson 70: Kind, True, Helpful, and Refreshing 201
Lesson 71: Ghost Restaurant 203
Lesson 72: Sort-of-Okay Western 206
Lesson 73: There Is No Urgency in Mediocrity 209
Lesson 74: Are You a Seeder or a Leecher? 212
Lesson 75: Peyton's Pizza Palace 214
Lesson 76: The Cadillac of Coffee Shops 216
Lesson 77: Peloton, Fitness, and Creating Motivation 218
Lesson 78: Opening Up the Brand Crate 221
Lesson 79: Time Will Tell 223
Lesson 80: Razer's Edge 226
Lesson 81: No, We Can't Get You Tickets to Hamilton 229
Lesson 82: For the Love of Animals and the Hatred of Animal Hair 231
Lesson 83: That Week We Sold Socks 233
Lesson 84: Burger Shop Gives Back 236
Lesson 85: Fighting Racism Next Door 238
Lesson 86: Great Culture Has No Expiration Date 241
Lesson 87: Ethics Exchange 243
Lesson 88: Too Much of a Good Thing? 245
Lesson 89: Work Life Balance, en Français 247
Lesson 90: Pet-Not-So-Smart 249
Lesson 91: One Flew Over the Loyalty Nest 251
Lesson 92: Gimme a Break-In 254
Lesson 93: Stone-Cold Success 256
Lesson 94: Charming Pretend Lines 259
Lesson 95: The Stench of Going Above and Beyond 261
Lesson 96: United We Fall 264
Lesson 97: Hook-and-Ladder Stratten 270
Lesson 98: The "All-Natural" Lawsuit 273
Lesson 99: Brand Values Are Cool 275
Lesson 100: Isn't Yelp the Sound a Dog Makes When It's in Distress? 278
Conclusion 281
Index 284
