دانلود کتاب Brands and Bulls**t: Excel at the Former and Avoid the Latter

Bernhard Schoeder - Brands and Bulls**t: Excel at the Former and Avoid the LatterA branding primer for millennial marketers in a digital ageAs a digital marketer, are you marketing banner ads or building brands? Do you even know what a brand decision tree or a category ladder is? Probably not. Well, it’s not your fault. You most likely grew up inside of a digital marketing environment. You had no brand mentor. However, your future career success depends on your ability to grow from being a digital marketer to becoming a brand expert.Brands and Bulls--t: Excel at the Former and Avoid the Latter strips away the mystery of branding and gives you a branding primer necessary for every digital marketer. This new branding book offers you the insight and tools to learn how to excel at marketing strategy and branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world. Add wisdom, knowledge and value to your marketing career. This book will help you:   *  Understand what branding in a digital world really means   *  Learn how to create a powerful brand that creates a customer “feeling”   *  Create specific brand strategies that really work in the marketplace   *  Review ten possible brand strategies and understand their potential   *  Undderstand how and why positioning and category ladders work   *  Utilize tools like brand decision trees to simplify complex brand choices   *  Create an branding strategy for a client or company that targets a blue ocean   *  Begin to comprehend the NEW 4 P's of marketing and their impact   *  Learn how to quickly create a brand with Brand PlanrWhether you work at a brand or work in an agency, you need to understand exactly how to build and lead a brand. You need to believe that to be a great marketer, you just need more branding insight and tools. And you definitely need to understand the difference between branding and bullshit. Achieve the marketing career you deserve. This is the branding planner every digital marketer has been waiting for.Contents:Introduction: Branding in a Digital World   1  Customers Can Feel But Marketers Need to See   2  Branding 101: An Overview   3  The Challenge of Branding Today   4  The Benefits of Branding   5  The Strategy Behind the Brand   6  Ten Brand Building Strategies   7  Brand Architecture and Decision Trees   8  The Art of Positioning a Brand   9  Understanding Market Categories and Ladders 10  Trends and Blue Oceans Matter 11  4 P's of Marketing Have Changed 12  Build a Brand: The Power of Integrated Marketing 13  A Brand Planner and Final ThoughtsAbout the AuthorFormat: EPUBLength: 169 pagesPublished: 2017 by Tired Coast PublishingASIN: B0771P6BVL