Marketing God. Donna A. Heckler

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СКАЧАТЬ Truth 4 Everyone needs to own the brand

       Truth 5 To communicate well, less is more

       Truth 6 A brand is a promise

       Truth 7 Price is the communication of your value

       Truth 8 Brands are influenced by the associations they keep

       Truth 9 The customer experience is the brand experience

       Truth 10 Ego means “danger ahead”

       Truth 11 Brand metrics are the best measure of success

       Truth 12 Complaints are jeweled treasures from your customer

       Truth 13 Brand stewardship starts with you

       Truth 14 Focused, simple, and clear: The cornerstones of your organization’s work

       Truth 15 Marketing is courtship

       Truth 16 Focus on mission is more valuable than focus on funding

       Truth 17 It is not the medium; it is the message

       Truth 18 Positioning lives in the mind of your audience

       Truth 19 Jesus is the ultimate celebrity endorser

       Truth 20 Satisfaction comes from being your best

       Truth 21 Great positions endure

       Truth 22 Your name is the cornerstone of your brand

       Truth 23 Your brand drives your organization’s culture

       Truth 24 Consistency is intentional and critical in marketing

       Truth 25 Consumers will not buy if you aren’t different

       Truth 26 The best taglines are meaningful, memorable, and motivating

       Truth 27 Customer service is the touchpoint of your brand

       Truth 28 Marketing and evangelization are connected, but distinct

       Truth 29 It is easier to hit a smaller target

       Truth 30 Brand extensions often diminish brand growth

       Truth 31 Repositioning is often a fool’s chase

       Truth 32 Consistency builds; compromise destroys

       Truth 33 Clear is more critical than clever

       Truth 34 Managing brands is often the opposite of common sense

       Truth 35 Nothing happens until you are available

       Truth 36 Awareness is a critical measurement

       Truth 37 There is no purchase without trial

       Truth 38 Moments matter

       Truth 39 It is the “small stuff” that makes the biggest difference

       Truth 40 It is all about creating loyalty

       Glossary

       Acknowledgments

       Foreword

      Building and marketing strong brands plays a very important role in our economy — it helps consumers find a good match between the needs that they have and the myriad of products and services competing for attention.

      These consumer needs can be as basic as protection from the weather (Patagonia clothing) or unexpected life events (Farmers Insurance). These needs can be at a more abstract level, such as the need for enjoyment (Norwegian Cruise Line) or to express our values (Volvo cars). Irrespective of the wide spectrum of needs that we have (even a need for spiritual fulfillment) СКАЧАТЬ