September 2014
Beginner
296 pages
7h 18m
English
Content preview from Lean BrandingBecome 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,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Appendix A. Glossary
- A/B testing
A type of experiment that rolls out a different version of the component that you are trying to test to different groups. By comparing the performance of two versions of a single element, A/B testing helps validate a specific hypothesis. Also known as split testing.
- App store optimization
A strategy that consists in optimizing the site where your app is sold in order to facilitate the sale or download.
- Backlinks
Incoming links that point to a section of your brand’s site.
- Brand
A brand is the unique story that consumers recall when they think of you. This story associates your product with their personal stories, a particular personality, what you promise to solve, and your position in relation to competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically.
- Brand collateral
The material that we use to communicate our brand’s message to a determined audience (e.g., press, potential customers, and investors).
- Brand friction
The resistance to changing brand symbols, stories, and strategies fearing that they may reflect confusion or inconsistency or otherwise hurt consumer perception.
- Brand imagery
A selection of images that represent and help explain the brand’s story in the marketplace. Brand imagery elucidates and exemplifies the product, positioning, pricing, personality, and promise that the brand offers to a specific set of buyer personas.
- Brand Journey Maps
Types of customer journey ...
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.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.