Synopses & Reviews
BUILD YOUR BRAND TRIBE. DON'T BUY IT.
Millionaire maker Dan S. Kennedy, joined by successful franchisor Forrest Walden and brand strategist Jim Cavale, debunk the branding lies and myths shared by small business owners and entrepreneurs and deliver a heavy dose of realityYOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETINGNOT PURCHASED OUTRIGHT.
Kennedy and his co-authors dont offer a strategy for creating a company logo, writing a slogan or issuing a press release. You wont learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isnt about buying brand power. Its about getting a highly valuable brandFREE. Led by Kennedy and contributors, learn the principles behind power-house brands that didnt pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand tribe customers who believe in, promote and buy your brand.
Learn how to:
Sell to customers to build the brand (DONT build the brand to sell to customers)
Direct the relationships between Front-End ROI, Back-End ROI and your brand
Acquire and leverage the hands-down best lead generation tool: Referrals
Avoid giant audiences and determine who the right audiences are (hint: those ready to do business with you)
Merge, integrate and cross-breed direct response with a brand message
Make your brand about a movementStop marketing to customers and start involving them
Discover the principles behind powerhouse brands that didn't pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand tribecustomers who believe in, promote, and buy your brand.
Kennedy, Walden, and Cavale offer this guide to brand-building,approaching the idea of a brand as a responsive phenomenon that grows out of a niche customer base. Aimed at young companies withlimited financial resources, the book begins by tearing down the idea that one should imitate iconic brands operating on a budgetbrought in by established success. Instead, the authors discuss marketing to an audience, direct response advertising, and usingcustomer loyalty and identification to guide branding. Dealing with criticism, interactions with ad agencies, and how to sustain momentumas the brand develops are discussed. A variety of guest authors then comment on aspects of branding and marketing in their own orwell-known companies, including financing, being a subsidiary, creative use of media, storytelling, symbolism, and healthy doses of paranoia.Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)
The two biggest branding mistakes that entrepreneurs and small business owners can make are, first, building their brand in ways that copycat big-name companies and, second, struggling to build a brand sensitive to everyone and anyone rather than focusing on those who are spending with them. Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the cofounders of Iron Tribe Fitness, and other marketing and branding vets, including Bill Gough, the top marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business; and Nick Nanton of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brand without a corporate-sized investment. Mastering Kennedys branding truths and using proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribe: customers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples, and insights from other well-known brands.
About the Author
Dan S. Kennedy
is a strategic advisor, consultant, business coach and editor of six business newsletters, he directly influences more than one million business owners annually. He is a champion of small business owners and entrepreneurs with a long track record of taking entrepreneurs to seven-figure incomes and multi-millionaire wealth.
Forrest Walden and Jim Cavale are the entrepreneurs leading Iron Tribe Fitness, the fastest growing, group personal training, brick-and-mortar fitness franchise in North America. Their business model is unique and their members success is extraordinary. They are also the authors of Iron Tribe.