This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret formula of telling a great story.
By telling a great story you will help your customers understand the compelling benefits of using your products, ideas, or services.
Building a StoryBrand teaches you the seven universal story points all humans respond to.
You will understand the real reason why customers make purchases, how to simplify a brand message so people understand it.
As a result you will be able to create the most effective messaging for websites, brochures, and social media.
Whether you are a marketing director, the owner of a small business, or a politician running for office, the book will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Every one of the largest, most successful corporations were, at some point, mere startups.McKee explains:
What enables some brands to grow bigger and better, while others never win the race.
The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom.
McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies.
Among the topics explored:
How can a company grow big by thinking small?
Why do the best companies sometimes avoid being better?
Why do brands that create the most memorable advertising stay away from focus groups?
What is the secret to an effective slogan?
When can admitting a negative become a positive?
A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook.
This book appeals not only to time–starved executives, but also to middle managers and owners of small businesses.
Those who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth will definitely benefit from reading that book.
The notion of the brand, like any concept that dominates markets and public consciousness, is a challenge to define.
Is brand a simple differentiator or a manipulative brainwashing tool forced on us by corporations?
Or perhaps a creative triumph capable of stimulating our emotions and intellect?
For those of us who grapple with these questions on a daily basis, the book elevates the discussion to the level of revelation.
Each chapter is an extensive dialogue between Debbie Millman, herself a design visionary, and a different leader in the field.
By asking questions deeply informed by her own expertise, Millman coaxes lucid, prescient answers from twenty-two interview subjects, among them Malcolm Gladwell, Tom Peters, Seth Godin, and godfather of modern branding Wally Olins.
This engaging and enlightening book is an unprecedented forum on the state of modern branding.
You will learn how companies and consumers can best understand the behavior behind why we brand and why we buy.
Do brands like Apple, Nike, and Zappos achieved their iconic status because of serendipity?
Or an unattainable magic formula or even the genius of a single visionary leader?
It's tempting to believe that, but the truth is that these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders.
In other words, great brands can be built - and Denise Lee Yohn knows exactly how to do it.
Delivering a fresh perspective, the book teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships.
Drawing from 25 years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, you will understand key principles of the brand-as-business strategy.
Reveals the seven key principles that the world's best brands consistently implement
Presents case studies that explore the brand building successes and failures of companies of all sizes, including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands
Provides tools and strategies that organizations can start using right away
Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, this book is an essential blueprint for launching any brand to meteoric heights.