Overview

This book will guide you through the steps necessary to build a brand from the ground up: Step 1 (Chapter 1): Create a brand platform Step 2 (Chapter 2): Devise a brand name Step 3 (Chapter 3): Design your brand's identity Step 4 (Chapter 4): Craft your brand atmosphere touch points Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and--obviously, since you just launched a new offering--you have no legacy or advocates? The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design. In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

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9780989646161

Table of Contents

Reviews

An insightful and process-driven book that provides tremendous value to entrepreneurs during the most crucial steps of their new business venture. - Ashish Soni, Founding Director, USC Viterbi Startup Garage As a founder, I wish I had read this book prior to launching my business. - Amazon Customer Review This is a must-read for serious entrepreneurs! - James Iliff, Co-founder and Chief Creative Officer, Survios Innovators everywhere will want to read this slim on size but hefty on advice [book]...It is straightforward, easy to read and offers a logical framework for the branding process. - Portland Book Review Perfect for an entrepreneur starting a business! As a business owner, I believe that this book will help entrepreneurs as well as managers in charge of launching new products, services or companies to think brand-centric. I learned a lot from Fabian in this incredible, easy-to-read book. - Best Biz Books An inspiring tool and quick read any CMO launching a new brand should induced in. - Laura S. Murcek, Vice President Brand Strategy, ART.COM

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