Bibliograph

No B.S. brand-building by direct-response, the ultimate no holds barred plan to creating & profiting from a powerful brand without buying it, Dan S. Kennedy with Forrest Walden and Jim Cavale

Type

Label

No B.S. brand-building by direct-response, the ultimate no holds barred plan to creating & profiting from a powerful brand without buying it, Dan S. Kennedy with Forrest Walden and Jim Cavale

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

no index present

Literary Form

non fiction

Main title

No B.S. brand-building by direct-response

Oclc number

865179881

Responsibility statement

Dan S. Kennedy with Forrest Walden and Jim Cavale

Sub title

the ultimate no holds barred plan to creating & profiting from a powerful brand without buying it

Summary

"The two biggest branding mistakes that entrepreneurs and small business owners can make are, first, building their brand in ways that copycat big-name companies and, second, struggling to build a brand sensitive to everyone and anyone rather than focusing on those who are spending with them. Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the cofounders of Iron Tribe Fitness, and other marketing and branding vets, including Bill Gough, the top marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business; and Nick Nanton of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brand - without a corporate-sized investment. Mastering Kennedy's branding truths and using proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribe: customers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples, and insights from other well-known brands"--, Provided by publisher"Millionaire maker Dan S. Kennedy and co-founders of Iron Tribe Fitness, Forest Walden and Jim Cavale, debunk branding lies and myths and reveal the truth behind the power, value, creation, and care and feeding of brand identity for products, services, small businesses, and entrepreneurs"--, Provided by publisher

Table Of Contents

Preface: How this Book Will Transform Your Thinking about Your Business and Your Brand -- Chapter 1: The Golden Opportunity and the Harsh Reality of Owning a Brand -- Chapter 2: They Digest Your Marketing Before You Have a Brand -- Chapter 3: How I Discovered Direct Response -- Chapter 4: We Build the Brand?By Selling -- Chapter 5: Criticism Will Come; Thick Skin Is Required -- Chapter 6: Adventures with Ad Agencies -- Chapter 7: Our Winning Formula: Get Clients with Direct Response, Keep Clients Engaged, Proud, and Evangelistic with Brand -- Chapter 8: Skating on Thin Ice: Advancing Brand, from Back End to Front End -- Chapter 9: A Powerful Brand Needs the Power to Implement -- Chapter 10: Faster Than They Can Copy -- Chapter 11: Brand-Building Powered by Unique Selling Proposition and Dynamic Core Story: GKIC Case Study Examples -- Chapter 12: A Brand without Marketing Is a Tree Falling in a Distant, Unpopulated Forest -- Chapter 13: Life as a Direct-Response Marketer Under the Umbrella of a Big Brand -- ?Chapter 14: How to Meld Mass Media and Direct Media -- Chapter 15: A Demonstration of Brand vs . Brand + Direct Response -- Chapter 16: Your Brand Is Your Story: How to Build Your Brand and Your Business by StorySellingTM -- Chapter 17: The Mouse and the Bunny -- ?Chapter 18: Building a Brand by Building Bonfires -- Chapter 19: The Power of Paranoia and Death by a Thousand Cuts -- Chapter 20: Building a PERSONAL Brand -- Chapter 21: The Brand No One Believed In -- Afterword: Lost in Space

Target audience

adult

Classification

Creator