Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds

Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds

Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds

Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds

Synopsis

Effective branding depends on the ability to leave a lasting (and positive) impression in the mind of the target audience. Brain Tattoos offers a practical approach -- no complicated theories, marketing jargon, or unnecessary babble -- that lets any business take its brand to the next level. Packed with tools that help readers identify their brands purpose, personality, promise, and point of difference, Brain Tattoos will help readers:
• Develop the courage to break the mold and become truly distinct
• Discover ways to enlist customers and others as "brand ambassadors"
• Grasp their brands essence
• Master brand building on any scale in any industry
• Learn how to identify and use the most effective methods of brand communication
• Learn how to leverage limited resources creatively Filled with creative ways to maximize market impact, Brain Tattoos is a true "how-to" book written with in-the-trenches business and marketing people in mind.

Excerpt

Brands are a vital part of our economy, our culture, and our society. Buyers in every category are affected by this psychological deluge. Some claim they are a part of the anti-brand crowd. They prefer private-label products by someone they trust, like Sears or Wal-Mart. Last time I looked, Sears and Wal-Mart were mighty brand forces, if not leading brand names.

Maybe, to consumers, brands are not equally important in all categories. Some of us may be content with generic laundry detergent but would not consider a generic haircare product. In some cases, we may not be completely conscious of brands and simply take them for granted. I have no doubt, however, that if I searched the homes of even hardcore anti-brand buyers, I would find branded goods that they selected over a competing product or service.

The word brand has many definitions from a variety of respected resources. I believe the brand is a mental imprint that is earned and belongs to a product, service, organization, individual, and/or event. It's a story embedded in the mind of the market. It's the sum of all tangible and intangible characteristics of that entity. A brand is what an audience thinks and feels when it hears a name or sees a sign, a product, and/or a place of activity. It's what customers expect when they select an offering over a competing one.

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