book

Brand Strategy in Three Steps

Name: Brand Strategy in Three Steps
Author: Jay Mandel
ISBN: 9781398609808

by Jay Mandel

June 2023

Intermediate to advanced

256 pages

5h 47m

English

Kogan Page

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Cover
Endorsements
Titlepage
Contents
List of Figure
List of Tables
01 The Meaningful Marketing Mindset
Mindset matters; words matter. Actions speak louder than wordsQuestion everything—embrace the power of questioning and disruptionDo you act like a marketer?Brands and people“Unscripted. Vulnerable. Real.” The future of media is unscripted and vulnerableGrow with guidanceHow can we do this?
SECTION 1 Identity
02 Light Up Your Journey
The baseline: What’s your mindset?Do you have a fixed mindset or a growth mindset?Unlock your potential with a growth mindsetExtrinsic motivation—be inspired to be motivatedUnlock the story inside youDiscover yourself with your personal SWOTThinking inclusively with an openness to changeHard skills vs. soft skills—what are the key differences?Soft skills, value, and values—share your story with confidenceSpeaking of value and values, let’s talk about AIMake it yours and give your customers a reason to make it theirsTrust is earnedTech augments valuesAre values enough? No!Grow together with reciprocityBe you. Make an impressionEndnotes
03 Your Brand
Define your brand identityIntentions guide your brandImplementation is about delivering experiences that fulfill your promise to a specific audienceA journey of exploration—is your career transactional or relational?Big ideas don’t fit small minds

04 Your Core Values
Your brand starts with you and your contributionYour identity exemplifies who you areWhat is your identity?Let’s get started with your core valuesLive your valuesBe unapologetically you!Beware of imposter syndromeUnlock a world of possibilitiesDesign your valuesChoose your adventureEndnote
SECTION 2 Intention
05 Setting Values-Based Intentions
Your intention: What do you want to become?Channeling your brand ambitionDeconstructing the simple marketing promiseWhat’s your movement?Bottom lineEndnotes
06 Bridging the Gap
Are you emotionally invested in your brand?How did we get here?Modern-day marketingStrategize for successAre you thinking critically?The future starts now—we must use our power to create positive change and progress, but only with responsibility and caution, as with great power comes great responsibilityCreate products and services by genuinely understanding customer needs and valuing their contribution to our businessBuild genuine, lasting relationships with your customers by connecting meaningfully with influencers whose opinion mattersJoin the movement—sign the Meaningful Marketer’s PledgeDid you see what I did there?What’s your company’s no-BS product?Case in point: Wally HealthSo, what are you waiting for?Endnotes
SECTION 3 Implementation
07 The Meaningful Brand Plan
Where does your brand stand?Your brand’s maturity defines everything you doCreating precise and relevant brand guidelines
08 Building Your Team
Logistics for the planning processYour teamAgenciesBudgetThinking globallySome thoughts on timingSome thoughts on the scopeBuilding your teamCharter time
09 Research and Measurement
Think like an anthropologistA clear research plan with stated objectives and methodologies agreed upon by everyone involvedIdentify an issueSo, what is your research problem?Unlock insight by documenting your research planYour marketing intelligence outline and recommendationsChoose appropriate market research techniquesGather informationMarketing research analysisThe 5C analysisIn-depth interviewsKeep diggingOrganize, interpret, and analyze dataCreate an environment that leads to recommendationsData democratization: Unlocking the power of data for your brandFrom insights to recommendationsShow and tellGauge and measure attainable goalsEndnotes
10 Your Company’s Movement
Movements are not campaignsEmbody and promote your company’s values: Start with your company’s movementLeverage successful case studies as a source of knowledgeNike’s Dream Crazier campaignDove’s Real Beauty Sketches campaignAbsolut Vodka Pride bars and lounges campaignYour belief statement, your promise, and your potentialThe facets of your brand movementConnect with customers with the nesting dollWho is your audience?Personas convey how audience segments interact with your brandJobs-to-be-done frameworkDon’t create followers. Be in it with your customersStories need structure to have maximum impactPromptsPersonalization—are you talking to me?White space and recommendationsNow is your time to make your markEndnotes
Conclusion: Executing Your Plan
#1 The eureka moment comes from unexpected places#2 You can’t get a comprehensive perspective from a narrow peer group#3 Get the multigenerational mix involvedAct first, optimize laterAre you emotionally invested in your brand?Let’s get in the mixMarketing is an opportunity to grow, learn, and build relationships with people you admireDo you have what it takes to be a meaningful brand builder?Exhibit the meaningful marketer mindsetJoin the Meaningful Marketer MovementBuilding brands with passion takes time. Be patient
Index
Copyright

Content preview from Brand Strategy in Three Steps

Setting Values-Based Intentions

This chapter will help you bridge the gap between your values and your customer’s values.

The key to great marketing is understanding the company’s and the customer’s values and intentions. When a company truly understands how its customers view their needs, it can create meaningful connections that solve problems and transform the business into something extraordinary. This can be accomplished by asking your clients questions such as “What marketing problem are you trying to solve?” These conversations can lead to important insights about what strategies will best drive maximum conversions and grow a business. Additionally, it’s equally important for companies to understand their own goals and resources available ...

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Brand Strategy in Three Steps

by Jay Mandel

Setting Values-Based Intentions

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.