Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru

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John Wiley & Sons, Jun 29, 2010 - Business & Economics - 358 pages
You don't need a marketing degree or intensive training to build an attention-grabbing brand; you just need this book - and 30 days.

Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises. How you work through the book is up to you, the result will be the same: an authentic, compelling, and highly distinctive brand that will attract and engage customers and fans. You will learn how to:

  • Establish your brand values and positioning
  • Get the all-important name right
  • Bring your brand to life
  • Turn your customers into your advocates
  • Manage your PR and use your marketing budget wisely
  • Inspire your staff to live the brand too
  • Deal with problems when something goes wrong

Branding isn't about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business.

'Passionate and persuasive, Simon Middleton has a natural instinct for uncovering the Wow! factor in every brand.' Dawn Gibbins MBE, Veuve Clicquot Business Woman of the Year and Star of Channel 4's The Secret Millionaire

 

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Clear, functional guide for do-it-yourself branding
Self-proclaimed “brand guru” Simon Middleton explains in clear, easy-to-understand terms what branding is, and then he tells you how to do it in
this systematic guide to do-it-yourself branding. Even though he writes for small-business owners and entrepreneurs, Middleton’s process applies to large businesses and corporations as well. He makes his subject so enjoyable and even inspiring that reading his guide is like having a conversation with a witty, knowledgeable and helpful friend. However, Middleton ambitiously proposes that you undertake a different branding activity each day for a month. But, even if you decide to stretch the 30 days to three months or more, he does explain how to get the job done. And it costs a lot less than hiring an agency or consultant. getAbstract recommends Middleton’s advice, if not the exact timing of his process.
To learn more about this book, go to https://www.getabstract.com/en/summary/sales-and-marketing/build-a-brand-in-30-days/13864/.
 

Selected pages

Contents

What your brand is and what your brand isnt
1
Your brand benchmark test
11
Finding your authentic purpose
23
Ambition and desire what do you actually want from this?
29
From personal ambitions to rational intent brand strategy
41
Talent recognizing it and developing it
57
Establishing your brand values
65
Putting your brand in context finding out whats out there
77
Nurturing your greatest resource you
171
Doityourself media relations
183
How not to waste your advertising budget
205
Making your brand come alive online
217
A brilliant brand at every touchpoint
237
Design matters
251
Your personal brand behaviour
265
How to get your staff to live your brand
271

Use your imagination
81
Who dont you want to sell to?
93
Exploring your brand through the sixlegged spider
99
Refining your unique brand essence
107
Understanding brand positioning
111
Creating the narrative
127
Your brand name how to get it right and how to avoid pitfalls
141
Creating the internal brand positioning statement
151
Shaping the external brand positioning line
157
Why cheaper isnt always better
283
What to do when your brand gets things wrong
293
Brand extension opportunities and dangers
303
Next steps
313
Hemsby Newport
317
References and further reading
323
Real Brand Story and Expert View Contributors
327
Brand Strategy Guru Speaking and Consultancy
329
Copyright

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About the author (2010)

Simon Middleton, The Brand Strategy Guru, is a leading specialist brand consultant. His work has included brand strategy and campaigns for companies like Deloitte, Barclays, British Airways, Norwich Union, Denplan, pharmaceutical giant Merial, and Britain's best known sandwich chain, Pret A Manger. He has also advised numerous charities on their specific brand strategy, including St John Ambulance, the Anthony Nolan Trust and Comic Relief.
Simon presents master classes and keynotes all over the world and is a regular commentator on all things 'brand' for the BBC, Sky News and Five News among others. His TV series The Brand Effect is the first in-depth look at brands and branding on British television.

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