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The Brand Mapping Strategy : Design, Build, and Accelerate Your Brand.

Author: Karen Leland
Publisher: Irvine : Entrepreneur Press, 2016.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That's really the key to the new business mindset #x97; the recognition that branding and marketing are an ongoing, steady  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Leland, Karen.
Brand Mapping Strategy : Design, Build, and Accelerate Your Brand.
Irvine : Entrepreneur Press, ©2016
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Karen Leland
ISBN: 9781613083390 1613083394 9781599185897 159918589X
OCLC Number: 957127023
Notes: Chapter Eight: Your C-Suite and CEO Brand: Creating a Parallel Brand to Drive CEO Reputation, Executive Presence, and Thought Leadership.
Description: 1 online resource (154 pages)
Contents: Title Page; Copyright; Dedication; Contents; Acknowledgments; Preface: The Power of Conscious, Authentic Branding; Top Ten Reasons to Buy This Book; How To Use This Book for Maximum Benefit; Part One: Ready, Aim, Brand; Chapter One: The New Branding and Marketing Mindset and Myths: How to Brand Yourself and Your Business in the Digital Age; Shift 1: From the Lucky Few to the Persistent Many; Shift 2: From the Big Stick to Small and Targeted; Shift 3: From a Sprint to a Marathon; Chapter Two: The Marketing Mastery Pyramid: The Path to Industry and Thought Leadership. Phase One: Platform Development-Brand Design and StrategyPhase Two: Brand and Buzz Building-Brand Expansion and Acceleration; Phase Three: Thought/Industry Leadership-Brand Authority; Where Are You on the Marketing Mastery Pyramid? Take the Quiz; Chapter Three: The Brand Mapping Process©: Seven Core Elements of a Powerful Business, Team, and Personal Brand; The New York Skyline; Core Element 1: Anchor Statement; Core Element 2: Unique Branding Proposition; Core Element 3: Brand Tone and Temperament; Core Element 4: Brand Energy; Core Element 5: Signature Story. Core Element 6: Signature ServicesCore Element 7: Brand Enhancers and Reducers; Chapter Four: The Brand Mapping Strategy: Creating Your Business and Personal Branding Plan; Understand the Tactical Landscape; Determine Your Best Tactical Approach; Create Your Implementation Strategy; Measure Success and Pivot as Needed; Beware the Blow Dryer Effect; Part Two: Your Personal Brand in Action; Chapter Five: Sync Up Your Online Presence: Positioning Strategy for Social Media; Why Social Media Really Matters to You; Social Media Site Review; Which Social Media Site Is Right? Sync Up Your Social MediaChapter Six: The Misguided Myths of Personal Branding: What You Need to Know That You Think You Know, But Don't, to Brand Yourself; Myth 1: Personal Branding Is a Relatively New Phenomenon; Myth 2: Your Reputation Is Your Personal Brand; Myth 3: Your Personal Brand Is All About You; Myth 4: A Personal Brand Is a Good Thing; Myth 5: Your Image Is Your Personal Brand; Myth 6: A Personal Brand Is Nice but Unnecessary; Myth 7: Your Personal Brand Is at Odds with Your Business Brand. Chapter Seven: Defining and Refining the Three Expressions of Your Personal Brand: Building Your Personal Brand with Visual, Intellectual, and Emotional CapitalWork Your Subject; There's More Than One Right Answer; A Photograph Expresses Three Things, Not One; The Visual Element of Your Personal Brand; The Intellectual Aspect of Your Personal Brand; The Emotional Connection to Your Personal Brand; When Is It Time to Rebrand?; Part Three: Creating the Brand-Centric CEO and Company.

Abstract:

A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That's really the key to the new business mindset #x97; the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities #x97; both online and off #x97; are about the persistent, ongoing proce.

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"How can you make a brand synonymous with leadership, intelligence, and integrity? Karen Leland answers these questions and more with insight, warmth, and wit. This is a book that will help you raise Read more...

 
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