Showing titles in Marketing

A brand's meaning—how it resonates in the public heart and mind—is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. This groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory, and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

The Go To Podcast to Learn How to Sell + Scale Digital Products on Etsy ** HOSTED BY A TOP 0.1% ETSY SELLER ** Are you stuck in information overload, consuming all the Etsy advice but still can’t figure out what leads to sales? Is overthinking your product or niche keeping you paralyzed in research mode instead of taking action? Do you want to start selling digital products on Etsy but feel overwhelmed on where to begin? Have you convinced yourself that you “don’t have time” to build the business—but deep down, you know that’s just fear talking? You’re not alone, and you don’t ...

User experience doesn’t happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory. This practical book will help you uncover critical insights about how your customers think so you can create products or services with an exceptional experience. Corporate leaders, marketers, product owners, and designers will learn how cognitive processes from different brain regions form what we perceive as a singular experience. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights.

Companies like Netflix, Spotify, and Salesforce are just the tip of the iceberg for the subscription model. The real transformation--and the real opportunity--is just beginning. Subscription companies are growing nine times faster than the S&P 500. Why? Because unlike product companies...

Kennedy and Fischer unveil that it takes no more effort to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations, who are willing to pay premium prices for exceptional expertise, service, and experiences. In this updated fourth edition, Kennedy and Fischer provide a comprehensive guide on how to reposition your business, practice, or sales career to appeal to these affluent customers, for whom price is not a determining factor.

One of the world's premier branding experts, Gabor provides invaluable insights that will help your own enterprise build positive brand equity, good will, and the "irrational loyalty" that will support your brand long-term through the best and worst of times. This is your essential guide to building Irrational Loyalty.

Whether you're a novice entrepreneur or a seasoned pro, The Small Business Bible is a comprehensive A-to-Z library of everything you might need to know. Not only does it teach new entrepreneurs what works and what doesn't, with scores of tips, hints, insider information, and secrets of success, but it's also a reliable, valuable, and insightful resource for established business owners who want to help their businesses to grow and succeed.

The New York Times bestselling author draws from his popular show #AskGaryVee to offer surprising, often outrageous, and imminently useful and honest answers to everything you’ve ever wanted to know—and more—about navigating the new world. Gary Vaynerchuk—the inspiring and unconventional...

Become a better salesperson by learning to debunk the sales myths and focus your strategy on a proven approach that will drive the results you want. Can succeeding in sales be as simple as hooking up the latest CRM tool or perfecting your social media profiles and waiting for qualified leads to...

Pixar movies have transfixed viewers around the world and stirred a hunger in creative and corporate realms to adopt new and more impactful ways of telling stories. Former Pixar and The Simpsons animator and story artist Matthew Luhn translates his two and half decades of storytelling techniques and concepts to the CEOs, advertisers, marketers, and creatives in the business world and beyond. The Best Story Wins retells the "Hero's Journey" story building methods through the lens of the Pixar films to help business minds embrace the power of storytelling for themselves!

The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Like it or not, sales is often a zero-sum game: Your win is someone else's...

From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term "net neutrality”—a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. Feeling...

Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.

In a post-pandemic, up or down economy, it's harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins.

Voted #1 in the BBH World Cup of Advertising Books, 2018 Winner of the Sales and Marketing Category at the 2019 Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a...

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the...

Part narrative, part business book, Architect and Entrepreneur is filled with contemporary, relevant, fresh tips and advice from a seasoned professional architect building a new business. The guide advocates novel strategies and tools that merge entrepreneurship with the practices of architecture and interior design.

For decades, someone breaking into business had a tough time learning the secrets to marketing. The only solution was a study of numerous books containing hundreds of mind-numbing pages. Say "goodbye" to those days! Now available is a short, easy to read, condensed version of the key principles of marketing, writen as, "A Lean Marketing Revolution." A Lean Marketing Revolution, condense hundreds of pages of current text on marketing into a more easily understood format. The result is a dynamic and exciting 46 page booklet which gets to the point rather quickly to drive immediate results, ...

If you've ever sought a job or hired someone, applied to college or guided your child into a good kindergarten, asked someone out on a date or been asked out, you've participated in a kind of market. Most of the study of economics deals with commodity markets, where the price of a good connects sellers and buyers. But what about other kinds of "goods," like a spot in the Yale freshman class or a position at Google?

First published in 1928, Edward Bernays’ Propaganda may be the single most important work on public relations ever to appear. Bernays (1891-1995), a nephew of Sigmund Freud, shaped the management of public opinion at a time when the modern media were beginning to take their present shape. Propaganda today has a negative connotation, but Bernays uses the term in a neutral sense. Writing in the 1920s, he redefined what he called the “new propaganda” as public relations—a name that has stuck ever since.