Cover -- Buy It!: What's in It for Your Customers? -- What Is Your Moment? -- Takeaway Ideas -- Footnotes -- Brand Revitalization: Creating a Plan to Win -- The Three Sections of the Plan to Win -- KIDDO Garden Foods -- Step One: Brand Direction- Articulating the Brand Purpose and Brand Promise -- Step Two: Creating the Five Action Ps -- Step Three: Performance Measures -- Implications of a Plan to Win -- Know Your Fans: Using Word-of-Mouth Marketing to Sell Your Products -- M80 -- Circuit City, Overstock.com, Macy's, Sears, and More -- Delivering the Promise of Your Brand, Keeping the Promise… and Other Keys to Creating Brands People Love -- The Brand Is Not Owned by Marketing -- Everyone Owns It -- Does Your Brand Keep Its Promise? -- The Role of Marketing in Launching New Products -- Product Definition -- Market Testing -- Focus Groups -- Industry Experts -- Other Methods -- Product Positioning -- Establishing Price -- Effective Branding Begins with a Name…And Other Keys to Creating Brands People Love -- Effective Branding Begins with the Name -- Is Your Brand Different? If Not, Why Will Someone Buy It? -- The Three Ms of Taglines: Meaningful, Motivating, and Memorable -- We Are Smarter Than Me: Crowdsourcing New Businesses -- Zebo.com -- VirtualTourist.com -- ChaCha.com -- Your Brand Is Not Your Logo: It Is an Experience that Lives in Your Customer's Gut -- The Living Nature of a Brand -- What Could Be More Inspiring Than Honesty?: How and Why Honest Tea Keeps Its Brand Promises -- A Test for the Truth Tellers -- Rules of Engagement -- PR 2.0 Is Here: Combine Traditional PR with Social Media for Heightened Results -- Early Internet Communications Strategies That Still Work -- Moving Forward into PR 2.0 and Social Media -- PR 2.0 in a Web 2.0 World: What Is Public Relations 2.0? -- The New Collaborators -- PR Redux.

Communicating With, Not To -- You Are Worthy! -- Walking the Walk: Having Your Customers Love You -- Some Shining Companies Become Terrible Warnings -- Polaroid Loses Focus Lock -- Implementation -- How Do You Know How Your Customers Feel? -- Cost Factors -- The Human Factor -- Endnotes -- Active Storytelling: Using Video News Releases for PR Professionals -- Traditional VNRs -- VNRs and Social Media -- Integrate with Other Social Media Strategies -- What Does All This Mean? -- Strategies for Creating Successful Video Programs -- Social Networking for Promoting YOU as a Brand -- Participation and Visibility -- Avoid the Clutter and Build Relationships -- How to Generate Effective Press Releases for Social Networks -- Traditional Releases -- Customer-Focused News Releases -- SEO (Search Engine Optimization) Press Releases -- Social Media Releases -- The Brand New World of New Releases -- Invention Isn't Everything: Consumer Design Rules.

A brand new collection of essential insights for your business and career from world-renowned experts...now in a convenient e-format, at a great price! Next-generation social media, marketing, and PR from the pioneers: insider techniques that build brands, buzz, innovation, sales, and profits! How to leverage the latest tools and techniques to create and launch great new products...build or revitalize virtually any brand...reach today's new influencers and stakeholders...find new sources of value...get your customers to love you, and stay in love with you! From world-renowned leaders and experts, including Jim Champy, Stewart Emery, Barry Libert, Jon Spector, Robert Brunner, Brian Solis, Mark Magnacca, and many more. Included in this collection: Buy It!: What's in it for Your Customers? (Mark Magnacca)Brand Revitalization: Creating a Plan to Win (Larry Light, Joan Kiddon)Know Your Fans: Using Word-of-Mouth Marketing to Sell Your Products (Barry Libert, Jon Spector)Delivering the Promise of Your Brand, Keeping the Promise. . .And Other Keys to Creating Brands People Love (Brian D. Till, Donna Heckler)The Role of Marketing in Launching New Products (Phil Baker)Effective Branding Begins with a Name. . .And Other Keys to Creating Brands People Love (Brian D. Till, Donna Heckler)We Are Smarter Than Me: Crowdsourcing New Businesses (Barry Libert, Jon Spector)You Brand Is Not Your Logo: It Is an Experience that Lives in Your Customer's Gut (Robert Brunner, Stewart Emery, Russ Hall)What Could Be More Inspiring Than Honesty?: How and Why Honest Tea Keeps Its Brand Promises (Jim Champy)PR 2.0 Is Here: Combine Traditional PR with Social Media for Heightened Results (Deirdre Breakenridge)PR 2.0 in a Web 2.0 World: What Is Public Relations 2.0? (Brian Solis, Deirdre Breakenridge)Walking the Walk: Having Your Customers Love You (Robert Brunner, Stewart

Emery, Russ Hall)Active Storytelling: Using Video News Releases for PR Professionals (Brian Solis, Deirdre Breakenridge)Social Networking for Promoting YOU as a Brand (Brian Solis, Deirdre Breakenridge)How to Generate Effective Press Releases for Social Networks (Brian Solis, Deirdre Breakenridge)Invention Isn't Everything: Consumer Design Rules (Phil Baker).

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.