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Marketing et communication

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Publié par	eBookIt.com
Date de parution	13 juin 2014
Nombre de lectures	0
EAN13	9780982535332
Langue	English

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You already have the resources you need to build a powerhouse brand.
If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have FIVE powerful marketing resources you can use right now to get big-brand results at low cost … or no cost at all.
Step One: Shift your mindset.
International branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch — and with almost empty pockets — Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 25 countries with offices in the U.S. and Asia.
Based on Brenda’s successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, and techniques to help SMEs and solo-preneurs achieve similar results at minimal expense.
You will:
• Learn to leverage five existing assets to create a robust brand marketing plan
• Craft a unique and compelling brand positioning using six proven elements
• Dispel widely-held branding myths that could be holding you back from success
• Apply lessons from dozens of real-world case studies from a variety of businesses
• Create a permanent “marketing mindset” for you and your team

Walk away with hundreds of low-cost or no-cost ideas to catapult your brand and increase your revenues – starting today.
Shift your brand-building results into overdrive with Fast Track to Smarter Branding™ — The Ultimate Package . Learn more at www.Smarter-Branding.com .

Brenda S. Bence earned her MBA from Harvard Business School and is a Certified Speaking Professional, a Certified Executive Coach, and the award- winning author of five branding books. After years of building powerhouse name brands in the corporate world, she founded Brand Development Associates International. Brenda now travels the globe speaking, training, and coaching individuals and companies to greater success through creative yet practical brand development. See www.BrendaBence.com .
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How YOU™ Are Like Shampoo for Job Seekers The Proven Personal Branding System to Help You Succeed in Any Interview and Secure the Job of Your Dreams
How YOU™ Are Like Shampoo for College Graduates The Complete Personal Branding System to Define, Position, and Market Yourself and Land a Job You Love
What’s Holding YOU™ Back? 12 Leadership Personal Brand Boosters and Busters That Can Make or Break Your Career
Branding Matters How to Achieve Greater Success Through Powerhouse Branding … For You, Your Products, and Your Company

SMARTER BRANDING
Without Breaking The Bank
Five Proven Marketing Strategies You Can Use Right Now to Build Your Business at Little or No Cost

B r e n d a B e n c e

INTERNATIONAL BRANDING EXPERT AND COACH

Copyright © 2011 by Brenda S. Bence. All rights reserved.
Published in eBook format by Global Insight Communications LLC Converted by http://www.eBookIt.com ISBN-13: 978-0-9825-3533-2
Cover design by George Foster, Foster Covers ( www.fostercovers.com ) Interior design and typesetting by Eric Myhr
The stories and examples in this book are based on real events, real companies, and real people. Where requested, and in order to protect the privacy of certain individuals, names and identifying details have been changed.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, without the prior written permission of the publisher. Requests to the publisher for permission should be addressed to the Permission Department, Global Insight Communications, P.O. Box 28909, Las Vegas, NV 89126, U.S.A. Phone: +1-702-851-7697; Fax +1-702-220-6444 or by e-mail at info@globalinsightcommunications.com .
The author and the publisher do not make any claim of copyright for the brands, logos, and other advertisements discussed throughout the book. Those materials belong to their respective owners. The discussion/commentary regarding any brands or other copyrighted materials are for purposes of illustration, analysis, or comment only. The author’s comments and analyses are entirely her own, based on extensive branding experience, and were not done in consultation with any of the companies or brands represented. The purpose of the illustrations and analyses is to help educate business leaders and entrepreneurs to improve their own business knowledge with respect to branding and marketing and to assist them in better communicating their brands to the marketplace.
Limit of Liability/Disclaimer of Warrant: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your own specific situation. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages as a result of the suggestions made in this book, including but not limited to, special, incidental, consequential, or other damages.

This book is dedicated to Smarter Branding Without Breaking the Bank workshop participants from all around the globe who have openly shared their branding challenges and dreams.

INTRODUCTION
You Don’t Need Deep Pockets to Build a Strong Brand
“A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
— Michael Eisner, Former CEO of Disney
A few years ago, Time magazine reported that the average American living in a large urban city runs across 3,000 brands every single day. That’s a lot by anyone’s estimation. Now, if you’re a business owner or someone responsible for building a brand, that can be mighty intimidating. How do you get customers to notice your offering in an endless sea of other brands?
You may even feel that you don’t have the resources to think about branding because you’re just trying to keep your company afloat. Or you might feel that you just aren’t in a position to grow beyond where you are right now. After all, if you’re only bringing in so much profit, how much can you put back into marketing without going into serious debt? Without the budget of a Fortune 500 company, you may feel stuck and unable to move forward. If that sounds like you, trust me — you aren’t alone.
But here’s the good news: I’m here to tell you that you absolutely can build a brand without deep pockets. And, contrary to what a lot of news announcers will tell you, the state of the economy doesn’t matter either. Up economy, down economy, flat economy, local economy, foreign economy — it just doesn’t matter. It also makes no difference if you’re building your brand on your own as a solo-preneur, whether you have just a few staff members, or whether you’re running a company of 500 employees. The type of business is of no import either — service business, product-focused business, or both. Where you are in the process of building your brand is also irrelevant — whether you are just getting started or trying to grow a brand that has been around for a while.
Whatever your situation, you can successfully build your brand. You can even surpass brands that are bigger and have larger budgets. All it takes is knowing where to look, and that’s what this book is about.
So What Do I Know About Building a Brand, Anyway?
Back when dinosaurs roamed the earth and a “virus” was something taken care of by a medical doctor, not an IT specialist, I got my MBA from Harvard Business School. (Okay, there weren’t really dinosaurs roaming the Earth, but it was a fairly long time ago…)
Once armed with my MBA, I wanted to learn about building brands. So, I took a gamble and joined Procter & Gamble with the intent of staying just long enough to gain some insight into the marketing world and move on. What I didn’t anticipate was how much I was going to love brand building! Much to my surprise, I ended up staying in brand management for a long time. In fact, I spent the next several years helping to build multi-million dollar brands for Proctor & Gamble across the United States, Europe, and Asia. You’ve probably heard of some of the brands I worked on — Pantene Pro-V, Head & Shoulders, Vidal Sassoon, Tide, Cheer, and Ariel, just to name a few. It was a great experience because it taught me what makes big brands tick, what gets those brands to the top, and what helps them stay there.
Then, along came Bristol-Myers Squibb and, like the Godfather, they made me an offer I just couldn’t refuse. I ended up becoming Vice President of International Marketing for their Consumer Division, Mead Johnson, which develops and markets children’s and infants’ nutritional products. If you’re a parent, maybe you’ve heard of Enfamil? Well, that was one of the many brands I worked on during my time at BMS, and I had the incredible opportunity of managing brands across four continents and almost 50 countries. I had a great time — and learned a tremendous amount — flying around the world building the company’s multi-billion dollar brands.
Taking the Plunge
But then, it happened: The “bug” bit me. You know the one — the “I-want-to-start