UnBranding100 Branding Lessons for the Age of Disruption
UnBranding breaks through the noise of disruption. We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible. With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly. This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market. It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure. UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app. We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind. Some topics will include: Growing and maintaining your brand voice through the noise How to focus on the right tools for your business, for the right reasons Maintaining trust, consistency and connection through customer service and community The most important question to ask yourself before innovation The importance of personal branding in the digital age How to successful navigate feedback and reviews It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.
SCOTT and ALISON STRATTEN are cohosts of not only The UnPodcast, but five children, two dogs and two cats. This is their fifth bestselling book together, which represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott; Alison is more polite). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like Walmart, 3M, Microsoft, PepsiCo and others have been brave enough to want their advice. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.
If you've heard Scott and Alison Stratten speak, read any of their bestselling books, or listened to their UnPodcast, you know they belong to an elite class of innovators worldwide. If this is your first experience with Scott and Alison, welcome to the UnSide of marketing. With their preceding reputations as leaders in the disruptive age, you might assume UnBranding is all about the fresh and innovative. Actually, it's about what businesses can't afford to forget about in the pursuit of progress. UnBranding: 100 Branding Lessons for the Age of Disruption is an actionable love letter to the cornerstones of good business practices, and the many ways innovation can refresh and enhance those time-tested traits, rather than gloss over them. Business today is done fast, it's far reaching, and we operate, create, connect, and market like never before. Unlimited data on who we hire, how we manage, and the response of our customers continues to transform traditional business relationships and break new ground for products and services. The symptom of all this progress is called "the next big thing," and a majority of businesses suffer from it. This valuable new resource is your remedy to getting drowned out in the commotion by clearly illustrating the secrets to: Holding onto customers through a rapidly changing marketplace Creating highly valued comfort, convenience, and chemistry for your customers Moving forward only on the innovations your customers are interested in And much more There isn't an app to fix poor customer service, inferior products, and a bad brand reputation. Fortunately, this highly practical guidebook can offer solutions. With the same entertaining style and revealing delivery that has attracted worldwide audiences and the most recognizable global brands, this powerful engagement team presents 100 morsel-sized case studies showing exemplary applications of best practices in the real world by actual companies. Get an insider's look at how major industry influencers stay focused on what matters in the fast-paced race to disruption by tackling such topics as why logos don't matter, newsjacking, gender, work-life balance, culture, and so many others. Leading your company to the top today demands you do what's right over getting there first, and UnBranding empowers you to make every decision with confidence.
Totally UnReal Endorsements from People Who Should Have Read UnBranding "Emissions? We don't need no stinking emissions." —Head of Customer Relations for a global car company "Hang on guys, I've got it. What if a celebrity solved the world's problems with a soda? There's no way that could go wrong!" —Brand Relations Manager for a popular soda brand "No one will notice how bad the event is, if our Instagram is AMAZING." —Social Media Manager for a millennial music festival "Let's just change our logo, that will solve all our problems." —Director of Brand Identity for a ride sharing app "They say airline branding can get no worse—hold my beer." —VP of Customer Service for a major airline
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