December 2012
Intermediate to advanced
212 pages
4h 47m
English
Content preview from Market Your Way to Growth: 8 Ways to WinBecome 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,
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3 Grow by Developing a Powerful Brand
A brand for a company is like a reputation for a person. You can earn reputation by trying to do hard things well.
—Jeff Bezos, Amazon
Every company is a brand, even if it doesn't do any outright branding activity. The sheer fact that the company exists and engages in buying and selling creates an image in the minds of everyone who hears about or does business with the company. These people are likely able to mention one or more things about the company. If there is a lot of image convergence, we could say that the company carries a well-defined brand image. The only question is whether the company is satisfied with its brand image—or would like to manage it better. A company undertakes conscious branding when it wants to establish a certain reputation—one that has power and consistency in the marketplace.
This doesn't mean that the company is trying to project the same image to every group. McDonald's, for example, aims a slightly different message to mothers, teenagers, and senior citizens as to why they might come eat at their restaurants. If aircraft maker Boeing is trying to win a contract from United Airlines, it will emphasize different qualities when it talks to the company's engineers, purchasing people, chief financial officer, and CEO—since each United participant will consider different matters during the purchase process. The company needs its brand messages to be compatible and consistent with the overall understanding of Boeing. ...
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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.
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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.