Brand It Yourself
The Fast, Focused Way to Marketplace Magic
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- $6.99
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- $6.99
Publisher Description
How companies can stop overthinking the branding process, with faster and better results
Brand It Yourself is about getting a handle on your brand fast—without getting bogged down by research data, focus groups, or company politics.
Lynn Altman believes that branding should be an energizing, exciting process. Unfortunately, too many companies turn it into a complicated grind, burying their common sense about how to connect with their customers.
Altman and her partner developed the Brandmaker Express process for positioning any brand quickly, simply, and powerfully. She helps her clients tap into their own creativity to overcome the paralysis that often afflicts marketing departments.
In Brand It Yourself, Altman shares her experiences helping top global companies develop new products, services, and brand campaigns. She highlights real branding case studies at Dairy Queen, Time Inc., Brite Smile, and other innovative companies.
Winning the hearts and minds of consumers is not as daunting as you might think. With the powerful techniques inBrand It Yourself, your company can develop better branding ideas with less stress and wasted time.
PUBLISHERS WEEKLY
Author and creative consultant Lynn Altman offers a how-to guide to the Brandmaker Express, a process she and partner Joe Viverito have developed to successfully brand consumer products for a long list of well-known companies, including Coca-Cola, Microsoft, Gillette and McDonald's. This brief guide is short on frills but crammed with good, basic advice for creating "the marketplace magic that consumers truly respond to." Brandmaker Express is based on a 10-day turnaround time-considerably faster than most corporate machines would move without a fanatical consultant shuttling them along-and Altman's peppy narrative is laden with successful case studies. The book's focus is limited to consumer products and the print medium exclusively, and even the author admits to her cliche abuse, but good advice is good advice, and her admonition to try "owning one specific thing" instead of trying to be everything to everyone provides the key for succesful branding: "Our process allows us to say everything, but to say it one message at a time." Creatives stuck in strategic planning ("paralysis by analysis") will find this a useful primer or a refreshing reminder.
