Books & Videos

Table of Contents

  1. Introduction

    1. Chapter 1 What Is a Brand?

      1. Defining Brand
      2. A Closer Look at Lean Branding
      3. Recap
    2. Chapter 2 What a Brand Isn’t

      1. Why These Lies Are Dangerous
      2. Misconceptions About Brands
      3. Recap
  2. Build

    1. Chapter 3 Brand Story

      1. Forget Everything You’ve Heard About Brand Stories
      2. First Things First: What’s Your Name Again?
      3. Gather Your Brand Ingredients
      4. Bringing It All Together: Your Brand Storyboard
      5. Recap
    2. Chapter 4 Brand Symbols

      1. First Things First: Set Up Your Brand Wall
      2. Back to Our Recipe: Lean Brand Ingredients
      3. Recap
    3. Chapter 5 Brand Strategy

      1. Social Media Marketing
      2. Landing Pages
      3. Search Engine Optimization
      4. Content Marketing: Blogging
      5. Paid Advertising
      6. Email List
      7. Video
      8. Review Systems
      9. Media Relations
      10. Point-of-Purchase Optimization
      11. Partnerships
      12. Recap
  3. Measure

    1. Chapter 6 Brand Traction

      1. Designing Tests
      2. Split Testing: Tell Me Why
      3. Experiment Phobia
      4. Landing Page: How to Test
      5. Landing Page: What to Test
      6. Why and How to Test Everything Else
      7. Social Media Marketing: How to Test
      8. Social Media Marketing: What to Test
      9. Search Engine Optimization: How to Measure
      10. Search Engine Optimization: What to Test
      11. Paid Advertising: How to Measure
      12. Paid Advertising: What to Test
      13. Blogging: How to Measure
      14. Blogging: What to Test
      15. Email Marketing: How to Measure
      16. Email Marketing: What to Test
      17. Marketing Video: How to Measure
      18. Marketing Video: What to Test
      19. Press Release: How to Measure
      20. Press Release: What to Test
      21. Point-of-Purchase Optimization: How to Measure
      22. Point-of-Purchase Optimization: What to Test
      23. Review Systems: How to Measure
      24. Brand Partnerships: How to Measure
      25. Recap
    2. Chapter 7 Brand Resonance

      1. Defining Resonance
      2. Resonance: Achieving Brand-Market Fit
      3. Measuring Your Brand’s Name
      4. Measuring Brand Positioning
      5. Measuring Brand Promise
      6. Measuring Personas
      7. Measuring Our Buyer Personas’ Demographic Profile
      8. Measuring Our Buyer Personas’ Psychographic Profile
      9. Measuring Our Brand Journey
      10. Measuring Brand Personality
      11. Measuring Pricing
      12. Recap
    3. Chapter 8 Brand Identity

      1. A Little Consumer Psychology for a Change
      2. Back to Action: Measuring Your Brand’s Visual Identity
      3. Measuring Your Brand’s Logo: Asking the Right Questions
      4. Typography
      5. Color
      6. Collateral
      7. Stationery: Business Card
      8. Slide Decks
      9. Recap
  4. Learn

    1. Chapter 9 Brand Rechannel

      1. Rechanneling and Conversion
      2. Are You Ready to Enter a New Channel?
      3. You’ve Decided to Move into a New Channel; Now What?
      4. Recap
    2. Chapter 10 Brand Reposition

      1. Repositioning and the Power of Research
      2. Repositioning the Smart Way: Strengthening Consumer Learning
      3. You’ve Decided to Reshape Your Brand Story; Now What?
      4. Recap
    3. Chapter 11 Brand Redesign

      1. Consistency: The Opportunity Cost
      2. Common Costs of Pivoting Visual Brand Identity
      3. Common Benefits of Pivoting Visual Brand Identity
      4. When Pivoting Visual Brand Identity Is a No-Brainer
      5. You’ve Decided to Redesign Your Brand Symbols; Now What?
      6. Recap
    4. Chapter 12 Conclusion

  1. Appendix Glossary

  2. Appendix Credits and References

    1. Image Credits

    2. Font Credits