As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss-an internationally recognized expert in consulting and marketing and author of the best-selling book, Million Dollar Consulting--this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively. In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines…mehr
As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss-an internationally recognized expert in consulting and marketing and author of the best-selling book, Million Dollar Consulting--this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively. In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines ten critical branding lessons including * Branding is about passion, emotion, and visceral impulse-not about cold, hard facts. * The action that must be generated by the brand association is a purchase. * Identify exactly which buyer you want to appeal to. * A brand must serve as a template for future actions and present conduct. * A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non-buyers. * Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn't actually discriminate, but merely creates the perception of elitism. * A brand by any other name would not smell (or sound) as sweet. * There are times when a name says it all. How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Alan Weiss-author, international consultant, highly-sought keynote speaker-is the founder and president of Summit Consulting Group. His clients have included Hewlett-Packard, State Street Corp., Fleet Bank, Coldwell Banker, Merrill Lynch, American Press Institute, Chase, Mercedes-Benz, GE, American Institute of Architects, and Arthur Andersen. He is the author of The Ultimate Consultant (Jossey-Bass/Pfeiffer, 2001) and Getting Started in Consulting (John Wiley & Sons, 2000). Weiss resides with his wife, Maria, in East Greenwich, Rhode Island.
Inhaltsangabe
Introduction xi Acknowledgements xiii Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1 Marque My Words: Perception Is Reality 3 Real World Lessons 4 Positioning a Brand so that the Brand Positions You 8 Why Consultants Need to Get Their Hands Dirty in the Branding Business 11 The Payoff of a Strong Brand in Consulting 13 The Ultimate Secret of Branding 14 Brand New Lessons 18 Chapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21 Identifying the Ingredients of Your Brands 21 Recipe: Finding the Right Raw Materials and Mixtures 22 Magnifying Your Existing Repute 26 Re-Energizing Your Brand for Maximum Impact 32 Five Ways to Ensure Brand Freshness 35 The Critical Case for Strategic Branding 36 Brand New Lessons 39 Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41 The Elements That Create Gravitational Attraction 44 Brand New Lessons 70 Chapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71 Early Preparation Is Better Than the Best Editor 73 Creating and Selling a Brilliant Proposal 77 Writing a Book and Living to Tell About It 81 Marketing Your Book Because the Publisher Really Won't 84 Some Other Very Important Issues 86 Brand New Lessons 88 Chapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89 Why Professional Speaking Is Brand-Effective (the "Reach" of the Speech) 90 Preparing Your Message: Insider Tips on Outstanding Speaking 91 The Elements of a Powerful Delivery 97 Turbo-Marketing Your Speaking Efforts 100 The Magic of Setting High Fees (the Good Stuff) 104 Exploiting Success 106 Brand New Lessons 108 Chapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109 The Myths 110 Brand New Lessons 127 Chapter 7 Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays 129 Understanding the Brand Environment 130 Creating the New Environment 133 Ten Guidelines for Influencing the Environment 136 Twenty-Five Ways to Foster Publicity in Any Environment 139 Brand New Lessons 147 Chapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149 The Ironclad Case for Products in the Consulting Profession 151 Alan's Favorite Methods to Boost Your Brand 154 Brand New Lessons 166 Chapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169 The Trends 170 Brand New Lessons 186 Chapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187 Multiple Brands 188 Abandoning Brands 190 Protecting your Brands: The Principle of Adaptive Uniqueness 193 Keeping Brands Revitalized 197 Final Thoughts 200 Action Checklist 201 Index 205
Introduction xi Acknowledgements xiii Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1 Marque My Words: Perception Is Reality 3 Real World Lessons 4 Positioning a Brand so that the Brand Positions You 8 Why Consultants Need to Get Their Hands Dirty in the Branding Business 11 The Payoff of a Strong Brand in Consulting 13 The Ultimate Secret of Branding 14 Brand New Lessons 18 Chapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21 Identifying the Ingredients of Your Brands 21 Recipe: Finding the Right Raw Materials and Mixtures 22 Magnifying Your Existing Repute 26 Re-Energizing Your Brand for Maximum Impact 32 Five Ways to Ensure Brand Freshness 35 The Critical Case for Strategic Branding 36 Brand New Lessons 39 Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41 The Elements That Create Gravitational Attraction 44 Brand New Lessons 70 Chapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71 Early Preparation Is Better Than the Best Editor 73 Creating and Selling a Brilliant Proposal 77 Writing a Book and Living to Tell About It 81 Marketing Your Book Because the Publisher Really Won't 84 Some Other Very Important Issues 86 Brand New Lessons 88 Chapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89 Why Professional Speaking Is Brand-Effective (the "Reach" of the Speech) 90 Preparing Your Message: Insider Tips on Outstanding Speaking 91 The Elements of a Powerful Delivery 97 Turbo-Marketing Your Speaking Efforts 100 The Magic of Setting High Fees (the Good Stuff) 104 Exploiting Success 106 Brand New Lessons 108 Chapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109 The Myths 110 Brand New Lessons 127 Chapter 7 Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays 129 Understanding the Brand Environment 130 Creating the New Environment 133 Ten Guidelines for Influencing the Environment 136 Twenty-Five Ways to Foster Publicity in Any Environment 139 Brand New Lessons 147 Chapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149 The Ironclad Case for Products in the Consulting Profession 151 Alan's Favorite Methods to Boost Your Brand 154 Brand New Lessons 166 Chapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169 The Trends 170 Brand New Lessons 186 Chapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187 Multiple Brands 188 Abandoning Brands 190 Protecting your Brands: The Principle of Adaptive Uniqueness 193 Keeping Brands Revitalized 197 Final Thoughts 200 Action Checklist 201 Index 205
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