How to establish a unique brand in the consulting profession: powerful techniques for the successful practitioner
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Francisco, Calif.
Jossey-Bass/Pfeiffer
2002
|
| Schriftenreihe: | Ultimate consultant series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 210 S. |
| ISBN: | 0787955132 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804128951177576448 |
|---|---|
| adam_text | Contents
Introduction xi
Acknowledgments xiii
chapter 1 A Brand by Any Other Name 1
Why Consultants Desperately Need Brands
to Thrive (Survival Isn t Enough)
Marque My Words: Perception Is Reality 3
Real World Lessons 4
Positioning a Brand so that the Brand
Positions You 8
Why Consultants Need to Get Their Hands
Dirty in the Branding Business 11
The Payoff of a Strong Brand in Consulting 13
The Ultimate Secret of Branding 14
Brand New Lessons 18
chapter 2 You Don t Start at the Beginning 21
You Have the Makings of a Brand at Hand
Identifying the Ingredients of Your Brands 21
Recipe: Finding the Right Raw Materials
and Mixtures 22
vii
Magnifying Your Existing Repute 26
Re Energizing Your Brand
for Maximum Impact 32
Five Ways to Ensure Brand Freshness 35
The Critical Case for Strategic Branding 36
Brand New Lessons 39
chapter The Gravity of Brands:
Creating Irresistible Attraction 41
Using Brands to Draw Buyers to You
The Elements That Create Gravitational
Attraction 44
Brand New Lessons 70
CHAPTER How to Write a Book, Even If
You ve Never Written Your Mother 71
The Best Branding Technique of Them All
Early Preparation Is Better Than
the Best Editor 73
Creating and Selling a Brilliant Proposal 77
Writing a Book and Living to Tell About It 81
Marketing Your Book Because the Publisher
Really Won t 84
Some Other Very Important Issues 86
Brand New Lessons 88
chapter __ How to Conquer the Lecture Circuit 89
Using the Platform to Raise Your Brand
Why Professional Speaking Is Brand Effective
(the Reach of the Speech) 90
viii Contents
Preparing Your Message: Insider Tips
on Outstanding Speaking 91
The Elements of a Powerful Delivery 97
Turbo Marketing Your Speaking Efforts 100
The Magic of Setting High Fees (the Good Stuff) 104
Exploiting Success 106
Brand New Lessons 108
chapter The Twelve Myths of 21st Century
Branding 109
I Didn t Walk in Here and I m Not Leaving
The Myths 110
Brand New Lessons 127
chapter Publicizing Your Brand
Within Your Environment 129
Expanding Fifteen Minutes of Fame
into a Month of Sundays
Understanding the Brand Environment 130
Creating the New Environment 133
Ten Guidelines for Influencing the Environment 136
Twenty Five Ways to Foster Publicity
in Any Environment 139
Brand New Lessons 147
chapter Creating Products to Boost Your Brand 149
The Wonderful Combination of Passive Income
and Active Promotion
The Ironclad Case for Products
in the Consulting Profession 151
Contents ix
Alan s Favorite Methods to Boost Your Brand 154
Brand New Lessons 166
chapter Where Are We Heading and
How Do We Capitalize? 169
A Dozen Trends That Close the Case
for Branding
The Trends 170
Brand New Lessons 186
chapter Leapfrogging 187
How to Take Your Brands and Your Plans
to New Heights
Multiple Brands 188
Abandoning Brands 190
Protecting your Brands: The Principle
of Adaptive Uniqueness 193
Keeping Brands Revitalized 197
Final Thoughts 200
Action Checklist 201
Index 205
X Contents
|
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| language | English |
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| spelling | Weiss, Alan Verfasser aut How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner Alan Weiss San Francisco, Calif. Jossey-Bass/Pfeiffer 2002 XIII, 210 S. txt rdacontent n rdamedia nc rdacarrier Ultimate consultant series Business consultants Consultants Marketing Markenpolitik (DE-588)4144679-3 gnd rswk-swf Beratungsbetrieb (DE-588)4234270-3 gnd rswk-swf Beratungsbetrieb (DE-588)4234270-3 s Markenpolitik (DE-588)4144679-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009648965&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Weiss, Alan How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner Business consultants Consultants Marketing Markenpolitik (DE-588)4144679-3 gnd Beratungsbetrieb (DE-588)4234270-3 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4234270-3 |
| title | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner |
| title_auth | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner |
| title_exact_search | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner |
| title_full | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner Alan Weiss |
| title_fullStr | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner Alan Weiss |
| title_full_unstemmed | How to establish a unique brand in the consulting profession powerful techniques for the successful practitioner Alan Weiss |
| title_short | How to establish a unique brand in the consulting profession |
| title_sort | how to establish a unique brand in the consulting profession powerful techniques for the successful practitioner |
| title_sub | powerful techniques for the successful practitioner |
| topic | Business consultants Consultants Marketing Markenpolitik (DE-588)4144679-3 gnd Beratungsbetrieb (DE-588)4234270-3 gnd |
| topic_facet | Business consultants Consultants Marketing Markenpolitik Beratungsbetrieb |
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