Indispensable Brand: Move from Invisible to Invaluable by Mitch Duckler
About the Book:
What makes your brand indispensable?
Increasing market share, commanding premium price points, enhancing profit margins--the overall growth and enduring success of your business are inextricably linked to the strength of your brands.
Whether it is a corporate, business unit, or product brand in question, your challenge is to identify a meaningfully differentiated positioning and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference.
However, today we are faced with a condition that can only be described as brand monotony–consumers' inability to distinguish between brands within practically any industry or category.
If you were to remove your brand name from packaging, advertising, or any other piece of marketing collateral–while leaving every other communication element in place–would consumers be able to identify it as coming from your brand? In most cases, the answer is a resounding "no!"
The Indispensable Brand is your guide to crafting a brand strategy and rising above the noise and monotony in your industry... to move your brands and business from indistinguishable to indispensable.
In this book you'll learn:
Your brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to and fulfill with, your customers.
Whether your business is B2B or B2C; large or small, product- or service-based--and regardless of industry or sector--the principles put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable, and enduring brands.
About the Author:
Mitch Duckler is the founder and managing partner of FullSurge, a brand, and marketing strategy consultancy based in Chicago, Illinois. He has more than twenty-five years of brand management and management consulting experience.
Prior to FullSurge, Mitch was a senior partner at Vivaldi Partners Group and a partner in the Chicago office of Prophet, where he co-led the brand strategy practice area.
His client base includes Fortune 500 companies and numerous world-class brands, such as Exxon Mobil, Deloitte, Kellogg’s, Best Buy, Payless ShoeSource, American Family Insurance, NBCUniversal, Cox Communications, Alcon, The Home Depot, and General Electric.
Mitch began his career in brand management at Unilever, where he worked on category-leading personal care brands, including Suave and Degree.
He also worked for The Coca-Cola Company, where he helped launch an in-house consulting group that provides consumer and brand marketing consulting services to many of the company's largest retail customers.
Mitch is a faculty member of the Association of National Advertisers (ANA) School of Marketing. He earned a BS in business from the University of Minnesota and an MBA from the University of Michigan.
And, interesting fact – he attended the most recent perfect game in baseball (in 2012)!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/indispensable-brand-mitch-duckler
337 The Language of Global Marketing by Wendy Pease
336 Teenage Wastebrand by Evelyn Starr
BONUS Douglas Burdett on The B2B Digitized Podcast
335 Humanizing B2B by Paul Cash
BONUS How To Write A Marketing Book with Mark Schaefer
334 Winning Digital Customers by Howard Tiersky
333 Content Inc. by Joe Pulizzi
332 Badvertising by Jim Morris
331 You're Invited by Jon Levy
BONUS: Performez Vente by Olivier Guérin
330 Get The Word Out by Anne Janzer
329 Marketing 5.0 by Philip Kotler
328 The Undefeated Marketing System by Phillip Stutts
327 Activate Brand Purpose by Chip Walker
326 Binge Marketing by Carlijn Postma
325 Sustainable Marketing by Michelle Carvill
324 Selling From The Heart by Larry Levine
323 Ultimate Guide to Google Ads by Mike Rhodes
322 The Hype Handbook by Michael F Schein
321 The Experience Economy by James Gilmore
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips