World Famous: How to Give Your Business a Kick-Ass Brand Identity - Brossura

CONTENTS

Preface ix

I N T R O D U C T I O N The Obvious Choice 1

STEP 1: DARE! 9

CHAPTER ONE Dare to Stand Up and Be Counted 13

CHAPTER TWO Dare to Stand Out 18

CHAPTER THREE Dare to Be Authentically Different 24

STEP 1 SUMMARY Dare! 31

STEP 2: DISCOVER THE POWER OF THE SUPERNICHE 35

CHAPTER FOUR The Secret to Why People Buy 41

CHAPTER FIVE Demographics in 10 Minutes or Less 44

CHAPTER SIX Psychographics: Breathing Life Into Your

Brand 49

CHAPTER SEVEN Putting It All Together 56

STEP 2 SUMMARY The Power of the Superniche 61

STEP 3: DEFINE YOUR DIFFERENCE 67

CHAPTER EIGHT What Business Are You Really In? 71

CHAPTER NINE What Are the Personality, Attitude, and

Values of Your Brand Identity? 82

CHAPTER TEN Hip, Young Gunslingers and Rude, Obnoxious

Anarchists—Three Essential, Powerful, Earth-Shattering Words 88

CHAPTER ELEVEN Creating Your Own 3-D Brand Identity 93

CHAPTER TWELVE Brainstorming Guidelines—How to Get Your

Words 103

CHAPTER THIRTEEN Active List 107

CHAPTER FOURTEEN Organize, Rank, and Review 112

CHAPTER FIFTEEN The Test Drive 119

CHAPTER SIXTEEN The Playground of Your Brand 125

CHAPTER SEVENTEEN Declaring the Promise of Your Brand 140

STEP 3 SUMMARY Differentiation, the Secret Weapon 146

STEP 4: ADD VALUE 155

CHAPTER EIGHTEEN A Problem Is a Golden Opportunity 159

CHAPTER NINETEEN The Bitch Session 163

STEP 4 SUMMARY Adding Value 168

STEP 5: READY, SET, ENGAGE! 171

CHAPTER TWENTY Exercise—Putting It All Together 176

CHAPTER TWENTY-ONE Engaging Experiences 181

CHAPTER TWENTY-TWO Touch the World 187

CHAPTER TWENTY-THREE Business Ergonomics 193

CHAPTER TWENTY-FOUR Zone-Out Zones 198

CHAPTER TWENTY-FIVE The Rules of Engagement 201

STEP 5 SUMMARY Ready, Set, Engage! 206

Onward! 213

Index 217