Every company, product and service is considered to be a brand today. How you manage and grow that brand can make or break your business. This book contains 100 great branding ideas, extracted from the world's best companies.Ideas provide the fuel for individuals and companies to create value and success. Indeed the power of ideas can even exceed the power of money. One simple idea can be the catalyst to move markets, inspire colleagues and employees, and capture the hearts and imaginations of customers. This book can be that very catalyst. Each branding idea is succinctly described and is followed by advice on how it can be applied to the reader's own business situation. A simple but potenitally powerful book for anyone seeking new inspiration and that killer application.
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Table of contents
- Cover
- Title
- Copyright
- Contents
- Introduction
- 1 Know what a brand is
- 2 Sound like your values
- 3 Know where you stand
- 4 Stay consistent
- 5 Make it cute
- 6 Stealth branding
- 7 Open a Museum
- 8 Naming 1: Give yourself two meanings
- 9 Naming 2: Renaming your brand
- 10 Naming 3: Name your company after yourself
- 11 Naming 4: A Big Hint
- 12 Naming 5: Be shocking
- 13 Naming 6: Wordplay
- 14 Naming 7: Be poetic
- 15 One Product: Limited edition packaging
- 16 Revive a vintage brand
- 17 Raid the archive for classics
- 18 Logos 1: Logos go large
- 19 Have the nicest people
- 20 Play a tune
- 21 It’s what’s inside that counts
- 22 Pricing 1: Setting your selling price
- 23 Pricing 2: Never discount
- 24 Pricing 3: Be the cheapest
- 25 Pricing 4: Keep a bargain basement
- 26 Pricing 5: Give great value
- 27 Pricing 6: Be the most expensive
- 28 Customer tiers
- 29 Be good
- 30 Move the goalposts
- 31 Be an exemplary employer
- 32 Being Green 1: Reusable packaging
- 33 Being Green 2: Eco bags
- 34 Fearless designs
- 35 Tell your people what you stand for
- 36 Live your brand values
- 37 e-Branding 1: Building your brand’s website
- 38 e-Branding 2: Emails
- 39 The stamp
- 40 Why not stick with the generic?
- 41 Help the media
- 42 Make friends with the press
- 43 When it all goes right, stay with it
- 44 Carrier bags, in colour
- 45 Sell your own samples
- 46 Shape
- 47 Specialise
- 48 Be an expert
- 49 e-Branding 3: YouTube
- 50 Brand your vehicles ...
- 51 ... and drive well
- 52 e-Branding 4: Email signatures
- 53. The building 1: Recreating the history
- 54. The building 2: Go out
- 55. The building 3: A careful copy
- 56. Hop on the bandwagon
- 57. Go where the action is
- 58. Flag it up
- 59. Be part of the experience
- 60. Pick a colour
- 61. Been there, done that ...
- 62. Add to the atmosphere
- 63. Be friendly
- 64. Get a gran in
- 65. e-Branding 5: Cut the FAQs
- 66. Try the NPS
- 67. e-Branding 6: Twitter
- 68. e-Branding 7: Facebook
- 69. Mascot
- 70. Sponsor a team
- 71. Have a catchphrase
- 72. Get it right and no-one notices.
- 73. e-Branding 8: Search engines
- 74. Localisation
- 75. Music
- 76. Distinctive Designs
- 77. e-Branding 9: Your own blog
- 78. Logos 2: The symbol
- 79. Logos 3: Lettering
- 80. Write the book
- 81 Follow your nose
- 82 Question everything
- 83 Brand tone of voice
- 84 Brand extension
- 85 The biscuit test
- 86 Send customers away empty-handed
- 87 Tell your story
- 88 Innovation
- 89 Creative partnerships
- 90 Spot the celebrity
- 91 Brand guidelines
- 92 Beware the brand’s evil twin
- 93 Entrepreneurial brands
- 94 Logos 4: Initials
- 95 Straplines
- 96 Be the generic
- 97 The tag
- 98 Add a sofa
- 99 Support your cause
- 100 Do something outrageous
- About the Author
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