Use digital branding to enhance your online identity and learn how to plan, analyze, optimize and measure the tangible results of your digital brand campaigns, with this second edition of the bestselling book by Daniel Rowles - a respected CIM fellow, course leader, and industry thought leader.
Ideal for any marketer or brand strategist to enhance their online brand identity, Digital Branding provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Drawing together each of the core marketing avenues such as content marketing, social
media, search engine optimization and web analytics, it delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns.Featuring new high-profile case studies from Accenture, Tesco and Imperial College London, this second edition contains a
complete overhaul of tools and techniques with updates on: -Social media guidelines and policy-How to tackle advancements in mobile marketing and mobile payments-Augmented and virtual realityAs well as featuring a toolkit of free and paid tools, including a valuable checklist (outlining the digital
branding process from start to finish), plus measurement devices for multiple channels and purposes.
Adopt disruptive selling strategies that will empower your customers and ensure you stay competitive in the constantly evolving digital landscape with this carefully researched book, featuring case studies and examples from disruptive organizations such as AirBnB, Zalando and Bol.com.The heyday of
the classic sales force is over. Customers lead mobile and online lives, and successful companies use disruptive concepts to engage with the digitally empowered consumer. This book will help companies transform themselves to the new age of selling by matching supply to demand in an innovative way.
Successful disruptive selling concepts must be based on the right combination of a series of factors, including an understanding of what motivates customers' corresponding value propositions, appropriate organizational structures, and the right overarching business culture.Disruptive Selling
demystifies all of this, and more. Featuring case studies and examples from disruptive organizations such as AirBnB, Zalando and Bol.com, it will empower readers to look critically at their organizations and begin their own disruptive selling journeys. Containing a carefully researched, clearly
explained framework and practical guidelines that will allow readers to get started immediately, this book is the ultimate guide to remaining competitive and adaptive in a continually changing world.
Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman. Global audiences are sceptical about advertising
content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort.Addressing these changes, Powerful B2B
Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's
sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains:- What makes a great story?- What
audiences want to hear;- And shows the most effective ways to deliver itBy demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience
customers know they can trust.
Business frameworks sit at the heart of every successful business. They add structure and clarity to business problems and can help practitioners overcome the everyday challenges they face. The Business Models Handbook brings together the most helpful and widely used templates and frameworks into a
single, invaluable resource. Each chapter focuses on an individual business framework, giving an overview of 50 of the best known frameworks and how it will help an organization grow and be profitable. Each supported by a real-world case study, these include ANSOFF matrix, Price-Quality-Strategy
model, Stage-Gate model, Service Profit Chain and many more. Authored by a leading global market researcher with a background working on over 3,000 different research projects, The Business Models Handbook is an invaluable resource for any student or professional. Online resources include lecture
slides that align with each chapter.
Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained
static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential
scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence. The Marketing Complex examines the current obsession with over-simplification, and fearlessly challenges marketers to consider whether they are blurring the line between simplifying and
simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book conclusively proves that endless simplification actually only serves to limit a brand's appeal. By presenting a visionary new model, supported by examples, tools and expertly
explained techniques, The Marketing Complex will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message, and to boldly embrace complexity when crafting their brands.