Lean Branding by Busche, Laura -- Read -- Imperial Library of Trantor

Index

Lean Branding: Creating Dynamic Brands to Generate Conversion Praise for Lean Branding Foreword Preface

Why I Wrote This Book Branding Today Who This Book Is For What’s Inside This Book How to Navigate This Book Why You Should Read This Book from Cover to Cover However You Want We’d Like to Hear from You Safari® Books Online Acknowledgments

I. Introduction

1. What Is a Brand?

Defining Brand A Closer Look at Lean Branding

A Little Lean Branding Theory, or Why Chameleons > Dinosaurs Lean Brands Offer Shortcuts to Self-Realization

Recap

2. What a Brand Isn’t

Why These Lies Are Dangerous Misconceptions About Brands

Brands Are Logos Brands Are Superficial Marketing People Manage My Brand I Control My Brand If the Product Is Good, It Will Naturally Attract Customers Branding Only Builds Awareness

1. Strong brands open hearts—and wallets. 2. Trying something new? A strong brand makes it credible. 3. If your datacenter crashes and burns, your brand will still be here. 4. It’s your edge. 5. It’s your price premium. 6. In a fast-paced world, strong brands are often shortcuts.

I’d Rather Invest in Product Quality I Can’t Measure It, I Can’t Manage It

Recap

II. Build

3. Brand Story

Forget Everything You’ve Heard About Brand Stories First Things First: What’s Your Name Again? Gather Your Brand Ingredients

Positioning: How Are You Useful to Me?

The positioning statement

Promise: What Do You Promise to Do for Me? Personas: What Do I Need or Want from You?

Secondary research In-depth interviews Fly on the wall Shadowing The importance of carrying a field guide

Personality: Who Are You? Product: What Will You Offer over Time?

Using Journey Maps to design your product experience

Pricing: How Much Is Your Solution Worth?

Bringing It All Together: Your Brand Storyboard Recap

4. Brand Symbols

First Things First: Set Up Your Brand Wall Back to Our Recipe: Lean Brand Ingredients

Logo

Logo design workshop

Colors Typography

Why nobody designs something that you actually like

Imagery and Mockups Stationery: The Business Card Collateral: One-Sheets and Slide Decks

One-sheets Slide decks

Recap

5. Brand Strategy

Social Media Marketing

Why Should We Post? Who Should Post? What Should We Post? Where Should We Post? How Should We Post? When Should We Post?

Landing Pages

Tips

Search Engine Optimization Content Marketing: Blogging Paid Advertising

Display Ads Search Ads Social Network Ads

A word on mobile advertising

Email List Video Review Systems Media Relations

Tips

Point-of-Purchase Optimization Partnerships Recap

III. Measure

6. Brand Traction

Designing Tests Split Testing: Tell Me Why Experiment Phobia Landing Page: How to Test

Creating Goals with Google Analytics Creating A/B Experiments with Google Analytics

Sample experiment design

Landing Page: What to Test Why and How to Test Everything Else Social Media Marketing: How to Test

Internal: Measuring Your Social Media Posts’ Reach, Engagements, and Follower Count

Reading Facebook insights Reading Twitter analytics Reading visual analytics (Pinterest, Instagram, Tumblr)

External: Measuring the Effectiveness of Social Media Referrals and Lead Count

Social Media Marketing: What to Test Search Engine Optimization: How to Measure

Measuring How Well SEO Is Working on Your Landing Page Measuring How Your Landing Page Ranks Versus Your Competitors’ Measuring Which Keywords Consumers Are Using to Find Your Brand

Search Engine Optimization: What to Test Paid Advertising: How to Measure

Conversion Tracking in Google AdWords Conversion Tracking in Facebook Ads

Paid Advertising: What to Test Blogging: How to Measure

Measuring How Many Users Read Your Content and How Much Time They’re Spending on It Measuring Whether Users Share Your Content with Others Measuring Whether Your Brand Content Is Resulting in Conversions

Blogging: What to Test Email Marketing: How to Measure

Measuring Email Marketing’s Influence in Conversion

Email Marketing: What to Test Marketing Video: How to Measure

Measure How Many Users Click on Specific Calls to Action Annotating Your Brand Video to Trigger Conversion Measure How Many Users Convert When They’ve Been Referred to Your Site via Video

Marketing Video: What to Test Press Release: How to Measure Press Release: What to Test Point-of-Purchase Optimization: How to Measure Point-of-Purchase Optimization: What to Test Review Systems: How to Measure Brand Partnerships: How to Measure Recap

7. Brand Resonance

Defining Resonance Resonance: Achieving Brand-Market Fit Measuring Your Brand’s Name

Brand Name Association Map Brand Name A/B Testing

Measuring Brand Positioning

Is Our Brand Positioning Appropriate for Our Buyers’ Needs? Is Our Brand Positioning Coming Through Correctly?

Measuring Brand Promise Measuring Personas Measuring Our Buyer Personas’ Demographic Profile Measuring Our Buyer Personas’ Psychographic Profile Measuring Our Brand Journey

Measuring the Relevance of Product Features: Buyer Expectations Measuring Whether Our Existing Brand Journey Is Resonating Well: Buyer Perception

Measuring Brand Personality Measuring Pricing Recap

8. Brand Identity

A Little Consumer Psychology for a Change Back to Action: Measuring Your Brand’s Visual Identity Measuring Your Brand’s Logo: Asking the Right Questions Typography Color Collateral Stationery: Business Card Slide Decks Recap

IV. Learn

9. Brand Rechannel

Rechanneling and Conversion

OhMyDisney: Same Magic, Different Content

Make it happen

J.Crew: Its Most Pinteresting Catalog Yet

Make it happen

Groove: Landing Page Fiasco

Make it happen

Are You Ready to Enter a New Channel? You’ve Decided to Move into a New Channel; Now What? Recap

10. Brand Reposition

Repositioning and the Power of Research

Amazon: From Books to Z

Make it happen

A Word on Brand Extensions Introducing New Product Features: Means-End Analysis From Mogulus to Livestream: The Power of a Brand’s Name

Make it happen

Repositioning the Smart Way: Strengthening Consumer Learning You’ve Decided to Reshape Your Brand Story; Now What? Recap

11. Brand Redesign

Consistency: The Opportunity Cost Common Costs of Pivoting Visual Brand Identity Common Benefits of Pivoting Visual Brand Identity When Pivoting Visual Brand Identity Is a No-Brainer

Mall of America: The Role of Color

Make it happen

AOL Inc. and Dynamic Brand Identities

Make it happen

The Innovation Warehouse and the Value of Iterating Gradually

Make it happen

You’ve Decided to Redesign Your Brand Symbols; Now What? Recap

12. Conclusion

A. Glossary B. Credits and References

Image Credits

All Chapters Chapter 3 Chapter 4 Chapter 7 Chapter 8 Chapter 11

Font Credits

Index About the Author Copyright

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