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How Brands Grow

Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

Building Distinctive Brand Assets

This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

Grow

Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success. From the Hardcover edition.

Grow the Core

Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.

Eat Your Greens

How can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.

Social Media Success for Every Brand

Most business owners are blindly guessing at their social media strategy, and it’s costing them time and money. Based on Donald Miller’s bestselling book Building a StoryBrand, Claire Diaz-Ortiz applies the seven principles of the StoryBrand Framework to help you build an effective, long-lasting social media plan for your brand. Social Media Success for Every Brand teaches readers how to incorporate the StoryBrand 7-Part Framework into their social media channels to increase engagement and see better results. Readers will understand exactly what they need to do with their social media to drive growth to their organization through the practical guidance of the five-point SHARE model: STORY HOW AUDIENCE REACH EXCELLENCE Social Media Success for Every Brand does not require the reader to be familiar with Building a StoryBrand but provides enough foundation to prepare the reader for practical success with their social media content. Together with the StoryBrand Framework, Claire’s SHARE model will help boost customer engagement and grow the organization’s brand awareness and revenues.

Marketing Theory Evidence Practice

Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Brands in Glass Houses

Jim Stengel Podcast

From mom-and-pop shops to mega brands, from B2B to B2C, one common theme exists: consumers are leading the course of marketing. Today, successful companies do not talk 'at' the customer; they talk 'with' them, honestly and humanly. This expectation of honest communication and brand transparency has started a revolution. People are savvier and less apt to fall for a manufactured backstory - and they lose interest quickly in marketing jargon. For the first time in history, the truth sells. Brands in Glass Houses shines light on businesses that are revealing themselves authentically, not just as a marketing tactic, but also as a way of doing business. It shows you how to provide interesting content so that customers can connect with your brand on an emotional level, thus making them more eager to buy from you, talk about you, share their experiences with you, and ultimately, listen to what you have to say. Brands in Glass Houses takes you through the complete marketing lifecycle, from uncovering your brand story, to using content marketing services to give away knowledge and build trust, to being consistent through an editorial calendar. With this book, you will lose the fear of being too transparent and recognize opportunities to educate and engage with your target audience through content marketing tactics such as blogs, social media, newsletters, and more. Discovering your brand stories, and telling them in the right places, at the right times, to the right people, will help you connect through actionable content that has a purpose. Through step-by-step guides, checklists, examples, and true stories from a content marketing agency, marketers will learn how to look at their own messaging and find ways to talk about products and services authentically and humanly. Those who are just getting started in this new age of communication will be inspired by dozens of examples of how companies are telling their stories through purposeful content and living in glass houses for the world to see. Those who have a solid foundation with content will be inspired by examples of others who are using transparent marketing as a tool to create brand stories that people believe in and want to be a part of. Even experienced marketers who already believe in the power of content will find value in Brands in Glass Houses, as the book shows ways to empower brand evangelists and employee evangelists to authentically engage. Of course, when you lift the veil, both the good and bad appear for all to see. Negative reviews and comments can happen even to the best of companies. It's how you handle them - authentically and professionally - that can actually put you back on top. Brands in Glass Houses gives play-by-play examples of what not to do when a crisis arises, based on real responses from companies that have felt the heat. As demand for the truth continues, the ability to be transparent and use authentic content to connect to the people buying your products and services is in your hands. Once the 'sell' is removed from your messaging, your authority and trustworthiness will increase ... and so will the growth to your bottom line.

Pet Nation

An inside look at the forces behind how our pets become treasured members of the family. In the last 20 years pets have gone from the backyard to sleeping on our beds, then showing up in every corner of America. Pet Nation tells the story of this seismic shift and the economic, media, legal, political, and social dramas springing from this cultural transformation. Since 1998 the pet population in the U.S. has almost doubled -- about two-thirds of the country now owns a pet. No longer left to wander the neighborhood, dogs and cats eat special food, get individualized medical attention, and even fly in the cabin. As founder of the Animal Policy Group, Mark Cushing provides an inside look at the rise of Pet Nation, tracking the myriad ways pets are acquired (a 'Canine Freedom Train' runs south to north), reporting on pet rights legislation (and the unseen problems that come with elevating their status), pet healthcare (revealing the truth and myths about large scale breeders), and discovering that despite what many organizations would have us believe, there is a shortage of dogs. Insightful, surprising, and full of great stories, Pet Nation opens our eyes to the big changes happening in front of us right now. It shows us not only what our love of animals says about pets, it shows us what it says about ourselves.

This I Know

Canada's most famous adman spills a career's worth of marketing secrets, so anyone can compete with the best in their business--whatever that business might be. Big companies spend a fortune marketing their wares and services. Can yours? Invariably people ask advertising veteran and CBC Radio host Terry O'Reilly one question more than any other: How does a little business compete with the big guys? After decades at the helm of an award-winning advertising production company, and over a decade exploring the art and science of marketing for CBC Radio, O'Reilly delivers all the answers they--and anyone with something to sell--ever wanted to know. Following his bestselling Age of Persuasion, O'Reilly collects a lifetime of marketing wisdom into an indispensable guide to competing for your customers' attention. From understanding what business you're really in and foregoing the extra mile in favour of the extra inch, to the benefits of counterintuitive thinking and knowing an opportunity when you see one, This I Know will help anyone understand the fundamentals of good marketing strategy and building the relationships that turn good marketing into great results, no matter how big or small your budget.

Improve Your Marketing to Grow Your Business

“Marketing is part art and part science. The 'art era' was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today's top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.

Expand Grow Thrive

In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands.

How Brands Become Icons

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create 'identity myths' that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of 'cultural branding' principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Spark

Spark addresses the important issue of growing bands in an increasingly competitive, crowded market place. Written by an expert in marketing, here is a book that demystifies the esoteric subject of brand-building. Spark achieves this by providing a practical framework. It handholds the reader through the various stages of brand-building—how to generate an insight to address a specific business challenge; how to construct a full business plan around it; and how to leverage such a plan for revenue growth. Rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies, Spark offers a lifeline to the professional committed to building and nurturing a powerful brand.

How Customers Think

How to unlock the hidden 95 per cent of the customer's mind that traditional marketing methods have never reached. This title provides practical synthesis of the cognitive sciences. Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools - metaphor elicitation, response latency, and implicit association techniques, to name a few - that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.

Kapferer on Luxury

This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Gamechangers

Jim Stengel Grow Summary

Shake up and redefine the market by changing your game! Gamechangers are brands that have turned the world of business upside down. They win through ambition and innovation rather than legacy and scale, out-thinking the competition, focusing on the growth markets, and embracing technology in more human ways. Gamechangers provides you with the tools to help you generate innovative ideas that will set you apart as a gamechanger. Its detailed case studies will inspire you by exploring extraordinary next generation brands who are changing the game. . . and winning. Gamechangers is a highly practical book packed with smart 'tools' and accompanied by a digital platform, the Gamechanger Studio, to help you apply and implement the best game-changing ideas from around the world into your own business. Gamechangers offers guidance on: Thinking smarter and acting faster Embracing the new tricks of business Understanding how gamechangers dream and disrupt Delivering practical results and winning

The Long and the Short of It

Sticky Branding

Stand out, attract customers and grow your company into a sticky brand. Sticky Branding provides practical, tactical ideas of how mid-market companies — companies with a marketing budget, but not a vast one — are challenging the status quo and growing sticky brands.

The Branded Mind

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.