Get Real About Branding - Forward, Art
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Get Real about Branding reveals the incredible power of making the right promise and keeping it in marketing, advertising, and branding. It explains how to make trust a differentiating benefit of your products, services, and brand as it steers you around expensive marketing, advertising, and branding pitfalls in concise language with many examples from his personal experience. Veteran marketing consultant Art Forward reviews how to go beyond standard research and data, how to get and use customers' insights to create your unique marketing tools, how to discipline creativity without hobbling…mehr

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Produktbeschreibung
Get Real about Branding reveals the incredible power of making the right promise and keeping it in marketing, advertising, and branding. It explains how to make trust a differentiating benefit of your products, services, and brand as it steers you around expensive marketing, advertising, and branding pitfalls in concise language with many examples from his personal experience. Veteran marketing consultant Art Forward reviews how to go beyond standard research and data, how to get and use customers' insights to create your unique marketing tools, how to discipline creativity without hobbling it, how to inspire associates to take the right actions, and how to turn the right actions into compelling content in your own powerful internal and external media. To help you get results, Art provides twelve worksheets that guide you through implementation of the process year after year.
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Autorenporträt
Art Forward, president of Forward Consulting, author of GET REAL About Branding, developer of the GET REAL Process and consultant to dozens of successful organizations, developed the GET REAL Process and used it to increase his clients' sales and brand value year after year while controlling costs. Its effectiveness is illustrated by the more than 30 years he was retained by a manufacturing client that grew from a regional business to a nationwide and worldwide leader in its industry. Instead of relaxing into a well-earned retirement at his Gulf Coast home, Art documented the Process he created and used to bring success to clients in business, law, medicine, national football bowl game, government, law enforcement and other fields and provides it to marketers, executives, business owners, professionals, government officials and non-profits through GET REAL About Branding. His clients and experience include Brunswick Billiards (premiere billiards tables), Boston Whaler boats (unsinkable recreational and work boats), Piper Aircraft (general aviation aircraft) and Bush Hog (a regional agricultural equipment manufacturer that grew into a sales powerhouse with a reputation for dependability that is the envy of its industry). Art realized years ago that trust is a powerful way to distinguish products, services and brands. He set an example of it by pioneering fee-based relationships with clients and creating promises they would keep to build sales and brand value. Powerful in traditional media, trust is today more compelling than ever in highly-competitive new media. GET REAL About Branding will put it to work for your organization.