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.
The Usual UnIntroduction xi The Moral of the Brand Story xiv Lesson 1: Logos Don’t Matter 1 Lesson 2: Peanut Butter Branding 3 Lesson 3: We Know You Think You’re Good, but Are You GoodWell Good? 6 Lesson 4: Selling Cookies Is a Dirty Job 9 Lesson 5: Complacency and ADT’s Lame Season’s Greetings 12 Lesson 6: Pizza Saves Lives 15 Lesson 7: The Diet That Crossed the Line 17 Lesson 8: Leadership in Action 19 Lesson 9: Hubris and Using Brands You Hate 24 Lesson 10: Creepy Disruption 26 Lesson 11: That Time We Newsjacked 29 Lesson 12: Guacamole Is Extra, but Using Your Image Is Free of Charge 32 Lesson 13: The Kidz Are Alright 34 Lesson 14: Online Theft and Why It Should Matter to You—Yes, Even You 36 Lesson 15: Confessions of an Old Grumpy Guy 41 Lesson 16: Gender Gap 44 Lesson 17: The Roof Is on Fyre 47 Lesson 18: A Cup of Goodwill 50 Lesson 19: Whatever Fake Doesn’t Kill You Doesn’t Always Make Your Brand Stronger 52 Lesson 20: pH Branded for Her 56 Lesson 21: Man Cold Marketing 59 Lesson 22: Stop and Thinx 61 Lesson 23: Happy Hot Sauce Accidents 64 Lesson 24: A Lesson in Getting That Dream Job 67 Lesson 25: The Value of Content-First Media 70 Lesson 26: How to Go from One Star to Four 72 Lesson 27: Quenching the Brand Thirst 75 Lesson 28: Samsung Swansong 78 Lesson 29: Doctor Wanted: Must Not Have Facebook 81 Lesson 30: InSuencer Marketing 83 Lesson 31: UnLove Shack 85 Lesson 32: What’s in a Name 89 Lesson 33: Loyalty Makeup 91 Lesson 34: Skee-Ball Is Forever 93 Lesson 35: You Can’t Please Everyone 97 Lesson 36: This Oatmeal Is Just Right 100 Lesson 37: The Pooptastrophe 104 Lesson 38: Scott Spratten, Kitten Killer 108 Lesson 39: The Emperor Has No Juice 110 Lesson 40: The Kind of Branding Soulmate You Don’t Want to Be 112 Lesson 41: Keeping the News en Vogue 116 Lesson 42: Send Loyalty Sky High 119 Lesson 43: The Cheesy ROI of Tattoos 121 Lesson 44: Loyalty That Will Never Lego 123 Lesson 45: Ludicrous Speed Innovation 126 Lesson 46: Kickstarter Scrappiness 129 Lesson 47: When Crowdfunding Fails 132 Lesson 48: Don’t Make It Weird 136 Lesson 49: Integral Wealth Lacks Integrity 138 Lesson 50: T.G.I.S’ Monday 140 Lesson 51: When Everything Goes Up in Flames 142 Lesson 52: Sears and Our Right-Handed Chair 146 Lesson 53: Branding through Service 149 Lesson 54: #GoForTheLawsuit 152 Lesson 55: Wells Fargo and Why Elizabeth Warren Is Our Hero 155 Lesson 56: The Secret to Going Viral 158 Lesson 57: Cookies and Apple 162 Lesson 58: Ad UnBlock 164 Lesson 59: The Definition of Awesome 166 Lesson 60: A Degree in Community 168 Lesson 61: Pepsi Cause Jacking 174 Lesson 62: UnSelling Is the Bombdiggity 177 Lesson 63: Because the World Needs More Parent Shaming—Get Off Your Phone! 180 Lesson 64: Freestyle Your Brand 182 Lesson 65: When Charity Flows 184 Lesson 66: Romantic Atlantic 188 Lesson 67: More than a Gimmick 191 Lesson 68: Medium-Rare Data 194 Lesson 69: Hack Your Hiring 198 Lesson 70: Kind, True, Helpful, and Refreshing 201 Lesson 71: Ghost Restaurant 203 Lesson 72: Sort-of-Okay Western 206 Lesson 73: There Is No Urgency in Mediocrity 209 Lesson 74: Are You a Seeder or a Leecher? 212 Lesson 75: Peyton’s Pizza Palace 214 Lesson 76: The Cadillac of Coffee Shops 216 Lesson 77: Peloton, Fitness, and Creating Motivation 218 Lesson 78: Opening Up the Brand Crate 221 Lesson 79: Time Will Tell 223 Lesson 80: Razer’s Edge 226 Lesson 81: No, We Can’t Get You Tickets to Hamilton 229 Lesson 82: For the Love of Animals and the Hatred of Animal Hair 231 Lesson 83: That Week We Sold Socks 233 Lesson 84: Burger Shop Gives Back 236 Lesson 85: Fighting Racism Next Door 238 Lesson 86: Great Culture Has No Expiration Date 241 Lesson 87: Ethics Exchange 243 Lesson 88: Too Much of a Good Thing? 245 Lesson 89: Work Life Balance, en Français 247 Lesson 90: Pet-Not-So-Smart 249 Lesson 91: One Flew Over the Loyalty Nest 251 Lesson 92: Gimme a Break-In 254 Lesson 93: Stone-Cold Success 256 Lesson 94: Charming Pretend Lines 259 Lesson 95: The Stench of Going Above and Beyond 261 Lesson 96: United We Fall 264 Lesson 97: Hook-and-Ladder Stratten 270 Lesson 98: The “All-Natural” Lawsuit 273 Lesson 99: Brand Values Are Cool 275 Lesson 100: Isn’t Yelp the Sound a Dog Makes When It’s in Distress? 278 Conclusion 281 Index 284
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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