Brand Is a Four Letter Word PDF ePub eBook

Books Info:

Brand Is a Four Letter Word free pdf In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus- if that response from the audience is simple, clear and on strategy, marketers can build a brand.Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

About Austin McGhie

Austin McGhie is the president of Sterling Brand's Strategy Group. Throughout his thirty-year career, he ran marketing departments, sales forces and advertising agencies before slowly coming to the realization that he was really only good at strategy. Austin fervently believes that there is no marketing problem or opportunity that can't be framed as a positioning exercise. Austin's team at Sterling Brands works with some of the top marketers in the world, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott Labs and YouTube. Austin travels too much, but when he's home he lives in Northern California's Marin County with his wife, two children and dog. Back in the day, he was "almost good enough" to play professional soccer. Having recently ridden his bike 100 miles a day to cross the country, you can usuallyfind him riding up the nearest hill.

Details Book

Author : Austin McGhie
Publisher : Advantage Media Group
Data Published : 15 April 2012
ISBN : 1599323273
EAN : 9781599323275
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 281 pages
Age + : 15 years
Language : English
Rating :

Reviews Brand Is a Four Letter Word



17 Comments Add a comment




Related eBooks Download


  • Visual Hammer free pdfVisual Hammer

    When my dad. Al Ries. wrote "Positioning: The Battle for Your Mind" in 1981. he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind..


  • Strategic Brand Management free pdfStrategic Brand Management

    Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands. brand equity. and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build..


  • Wine Positioning free pdfWine Positioning

    This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful..


  • Scenarios in Marketing free pdfScenarios in Marketing

    You've chosen this book. Which probably means you're a marketer. you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands..


  • The Accidental Marketer free pdfThe Accidental Marketer

    A practical guide for inexperienced marketers who have to develop a marketing strategy With technology being built into products of all kinds. many businesses are hiring scientists..


  • Brand Is a Four Letter Word free pdfBrand Is a Four Letter Word

    . In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie bel