{"product_id":"how-to-establish-a-unique-brand-paper-powerful-techniques-for-the-successful-practitioner-ultimate-consultant-9780470433942","title":"How to Establish a Unique Brand PAPER Powerful","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eConsulting is one of the fastest growing professions and ironically, it tends to grow no matter what the state of the economy. Many professionals turn to consulting as a career choice in an attempt to seek refuge from the insecurities of the corporate world, corporate downsizing, and the overall decrease of opportunity in flat organizations.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAcknowledgements xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarque My Words: Perception Is Reality 3\u003c\/p\u003e \u003cp\u003eReal World Lessons 4\u003c\/p\u003e \u003cp\u003ePositioning a Brand so that the Brand Positions You 8\u003c\/p\u003e \u003cp\u003eWhy Consultants Need to Get Their Hands Dirty in the Branding Business 11\u003c\/p\u003e \u003cp\u003eThe Payoff of a Strong Brand in Consulting 13\u003c\/p\u003e \u003cp\u003eThe Ultimate Secret of Branding 14\u003c\/p\u003e \u003cp\u003eBrand New Lessons 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying the Ingredients of Your Brands 21\u003c\/p\u003e \u003cp\u003eRecipe: Finding the Right Raw Materials and Mixtures 22\u003c\/p\u003e \u003cp\u003eMagnifying Your Existing Repute 26\u003c\/p\u003e \u003cp\u003eRe-Energizing Your Brand for Maximum Impact 32\u003c\/p\u003e \u003cp\u003eFive Ways to Ensure Brand Freshness 35\u003c\/p\u003e \u003cp\u003eThe Critical Case for Strategic Branding 36\u003c\/p\u003e \u003cp\u003eBrand New Lessons 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Elements That Create Gravitational Attraction 44\u003c\/p\u003e \u003cp\u003eBrand New Lessons 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEarly Preparation Is Better Than the Best Editor 73\u003c\/p\u003e \u003cp\u003eCreating and Selling a Brilliant Proposal 77\u003c\/p\u003e \u003cp\u003eWriting a Book and Living to Tell About It 81\u003c\/p\u003e \u003cp\u003eMarketing Your Book Because the Publisher Really Won't 84\u003c\/p\u003e \u003cp\u003eSome Other Very Important Issues 86\u003c\/p\u003e \u003cp\u003eBrand New Lessons 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Professional Speaking Is Brand-Effective (the \"Reach\" of the Speech) 90\u003c\/p\u003e \u003cp\u003ePreparing Your Message: Insider Tips on Outstanding Speaking 91\u003c\/p\u003e \u003cp\u003eThe Elements of a Powerful Delivery 97\u003c\/p\u003e \u003cp\u003eTurbo-Marketing Your Speaking Efforts 100\u003c\/p\u003e \u003cp\u003eThe Magic of Setting High Fees (the Good Stuff) 104\u003c\/p\u003e \u003cp\u003eExploiting Success 106\u003c\/p\u003e \u003cp\u003eBrand New Lessons 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Myths 110\u003c\/p\u003e \u003cp\u003eBrand New Lessons 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Publicizing Your Brand Within Your \"Environment\": Expanding Fifteen Minutes of Fame into a Month of Sundays 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Brand Environment 130\u003c\/p\u003e \u003cp\u003eCreating the New Environment 133\u003c\/p\u003e \u003cp\u003eTen Guidelines for Influencing the Environment 136\u003c\/p\u003e \u003cp\u003eTwenty-Five Ways to Foster Publicity in Any Environment 139\u003c\/p\u003e \u003cp\u003eBrand New Lessons 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Ironclad Case for Products in the Consulting Profession 151\u003c\/p\u003e \u003cp\u003eAlan's Favorite Methods to Boost Your Brand 154\u003c\/p\u003e \u003cp\u003eBrand New Lessons 166\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Trends 170\u003c\/p\u003e \u003cp\u003eBrand New Lessons 186\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMultiple Brands 188\u003c\/p\u003e \u003cp\u003eAbandoning Brands 190\u003c\/p\u003e \u003cp\u003eProtecting your Brands: The Principle of Adaptive Uniqueness 193\u003c\/p\u003e \u003cp\u003eKeeping Brands Revitalized 197\u003c\/p\u003e \u003cp\u003eFinal Thoughts 200\u003c\/p\u003e \u003cp\u003eAction Checklist 201\u003c\/p\u003e \u003cp\u003eIndex 205\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402332021079,"sku":"9780470433942","price":45.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470433942.jpg?v=1730480090","url":"https:\/\/bookcurl.com\/products\/how-to-establish-a-unique-brand-paper-powerful-techniques-for-the-successful-practitioner-ultimate-consultant-9780470433942","provider":"Book Curl","version":"1.0","type":"link"}