Uniqueing Your Brand: The Secret Chemistry behind Why Some Companies are Loved and How to Create Your Own Fiercely Loyal Customers and Highly Profitable Business
Format: PDF / Kindle (mobi) / ePub
Did you know that there's magic behind the most truly loved brands today—like Apple and Zappos and Lululemon and Lady Gaga—and it's the result of a secret chemistry? They used this chemistry to create a love potion that people "drank" and then shared with everyone else.
Quietly passed from one CEO to another for decades, the secret knowledge of this science and how to use it has been a fiercely-protected competitive advantage of the world’s most successful businesses... Until now!
Transforming strangers who might like you or your products into communities of irrationally loyal customers who LOVE you may seem magical, but it’s really just a repeatable scientific result. Whether new to business or a seasoned marketeer, UNIQUEING YOUR BRAND will reveal this secret science to you in ways that you can implement immediately into your business or startup. You’ll be inspired to explore the elements that make up these formulas, and learn how to increase profits and evoke customer loyalty from your brand, effortlessly.
In this book, you’ll also discover how to attract customers who want to spend more money... on YOU! Best of all, you’ll learn how to create an Authentically Unique Brand; the secret sauce that makes getting these results possible for you and your business.
crafted your brand message is, it is only noise when it falls on customers who aren’t interested. So, how do you make them interested? In truth, you can’t make them do anything. The premise of Uniqueing Your Brand is the presentation of your amazing purpose and ideas, which compels prospective customers who already have, or are inclined to have, some interest—no matter how small—to lean in and hear your presentation. Your brand message is designed to emotionally elevate customers’ minds when
know the difference between good and bad. Where the challenge comes in is helping them understand the difference between good and great. And this cannot be done using the concept of quality. Customers assume all products in today’s market work (i.e., are “good enough”), just like basic respect and knowing your customer are also assumed as universal expectations, not something special that only a few can deliver. Entrepreneurs often make this mistake by tying their value to something that their
People are drawn to strong, absolute positions and statements. The more clearly you deliver your message, the more valuable it will be for creating buzz in your market. In fact, the best way to create buzz is by taking a position that polarizes some other group or market segment (without being negative or demeaning, of course) and therefore evokes a strong response. With social networks like Facebook, Instagram, and Pinterest exploding in the consumer’s world, buzz is one of the least expensive
one sentence!” My mission was so clear that the producer felt instant confirmation in flying me out to interview for the spot of Nate Berkus’s go-to photo expert on his daily NBC show. All of a sudden, I had gone from not knowing much about TV to spending two years talking to two million moms who needed help making time and emotional space for their families. After the show wasn’t picked up for year three, Disney was so pleased at what we had accomplished with those millions of moms that they
Thought leaders are further identified as the influencers you need to get on your side if you expect your marketing message to catch on. Until the day the Internet became ubiquitous, this was great advice. However, the concept of influence has now taken on a different profile in that increased (and totally legitimate) skepticism presumes that all spokespeople have an agenda—a personal interest in whatever they happen to be recommending. As a result, influence is no longer tied solely to being