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.
Chapter 9. Brand Rechannel
Imagine it’s the year 1969. Elvis is king, Nixon is president, and you are grounded. While everyone else and their mom are figuring out a way to get to Woodstock, you are locked in trying to figure out how to build and sell this product. How can you get a large amount of people to know about the product, and hopefully buy? Well, it’s 1969, so let me show you your options:
Radio
TV
Phone
Print ads
Snail mail
Trade shows and conventions
How does that sound? No Internet, no email, no websites, no pay-per-click ads, no cellphones, and definitely no social networking sites. Now consider the overwhelming costs of running an ad on TV when it still reigned in households. Think about your idea, your budget, and the type of advertising that you might have been able to afford. Imagine the uncertainty of not knowing who saw your message, for how long, and how much that cost you. Other than reach approximations and vague sales impact estimates, your return on investment was a giant question mark.
Fortunately, it’s not the year 1969. Our communication channel options have never been as open, accessible, and measurable. Never have we been able to tap into specific niche communities like we can today. Does your brand need to talk to moms? There’s an online community for that. Are you looking for college students who might like your product? There’s a social network for that. Is your brand’s audience an elite group of vinyl record collectors? Trust me: there are hundreds of blogs ...
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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.