Retail Observer

May 2018

The Retail Observer is an industry leading magazine for INDEPENDENT RETAILERS in Major Appliances, Consumer Electronics and Home Furnishings

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RETAILOBSERVER.COM MAY 2018 14 I dentity. Value. Experience. That's what successful brands were built on yesterday. Today, we live in a noisy, restless, interconnected, increasingly digital, crazy, and wonderful world. People are bombarded with thousands of brand messages daily. A brand's identity, value, and experience still matter. But they're not enough. So, what does it take for a brand to get noticed and be notable? "You need to build a brand that moves," says author of Get Scrappy and branding expert Nick Westergaard. In BRAND NOW: How to Stand Out in a Crowded, Distracted World, Westergaard provides a framework and the tools for building brands that move from person to person, platform to platform, and community to community — while remaining relevant and competitive. BRAND NOW explains how to build brands that resonate both online and off. The reader will learn to: • Create a brand with meaning—in the head and the heart. • Build a solid brand structure, reinforced in the logo, slogan, and every touchpoint. • Tell a compelling brand story, with characters, conflicts, drama, and humor. • Produce the right amount of content, grounded in strategy and customer- aware. • Cultivate and grow a sense of community, from the inside out. • Accelerate brand movement with clarity, simplicity, and transparency. • Ramp up their brand experience, with attention to coherence and consistency. The book also supplies a toolbox, featuring applications of the Brand Now Dynamics for specific types of brands and in specific situations, including crisis communications. B O O K R E V I E W BRAND NOW: How to Stand Out in a Crowded, Distracted World Author: NICK WESTERGAARD is chief brand strategist at Brand Driven Digital, host of the popular On Brand podcast, and author of Get Scrappy, the digital marketing bible for business. An in-demand speaker at conferences and corporate events throughout the world, he teaches branding, marketing, and communication at the University of Iowa. Publisher: AMACOM books RO

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