SPIKE your brand ROI : how to maximize reputation and results / Adele Cehrs ; foreword by Sam Horn.

Format:

Book

Author/Creator:

Cehrs, Adele, author.

Horn, Sam, author of introduction, etc.

Contributor:

American Society of Association Executives, issuing body.

Series:

ASAE/Jossey-Bass Series

ASAE-Wiley Series

Language:

English

Subjects (All):

Branding (Marketing).

Marketing--Public relations.

Marketing.

Product management.

Physical Description:

1 online resource (243 p.)

Edition:

First edition.

Other Title:

SPIKE your brand return on investment

Place of Publication:

San Francisco, California : Jossey-Bass, 2015.

Language Note:

English

System Details:

text file

Summary:

Increase ROI through more effective brand marketing According to CMO.com, we are exposed to more than 5,000 brandmessages each day. Marketers call this "creating engagement,""and each comment, share, or re-tweet is supposed to be a win. Butis this deluge of content really working to shift perception,change behavior, or sell products? The truth is, only 5% ofpeople say that social media has a profound effect on theirpurchasing decisions. Moreover, only 2.7% of people are willing tostick their neck out on the line to recommend your brand via socialmedia, a factor known as "social risk." In SP

Contents:

Cover; Title Page; Copyright; Contents; Foreword ; Preface; Acknowledgments; About the Author; Chapter 1 What's Real Brand Engagement?; Did You Know?; What Exactly Is a SPIKE?; Relevance and Timing; Chapter 2 Why Your Brand Doesn't Stand Out; How Do Marketers Take Advantage of SPIKEs?; Why Is It So Critical to Use SPIKEs?; The Best Way to Use This Book; Chapter 3 Brand Narcissism; From Aesop to Oprah; If You Care, Don't Miss Out; Anticipate When Your Brand Loyalists Need to Hear from You; Chapter 4 SPIKE Assessment; Self-Assessment; SPIKE Action Questions

Chapter 5 Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE MethodAssembling Your A-Team; The Buy-In Barometer; Checklist for Buy-In; Silo Busters; Ghost SPIKE; Chapter 6 Picking the Perfect Audiences and Crafting Compelling Messages; Not So Different, After All; Don't Forget Traditional Media; What Your Audience Wants; Groundhog-Day Your Messages; Messages and Audience Exercise; Chapter 7 Manufacturing a SPIKE: Provide First-of-Their-Kind Pitches, Stories, and Messages; The News Cycle Has Flipped; What's Trending?; Awards, Celebrities, and Grabbing Some of the Fame

Competitors, Allies, and Relevance, Oh My!Predicting What People Will Argue About; Presidential Initiatives, Press Conferences, and New Laws; What Brings In the Most Revenue?; Chapter 8 When Is Your Brand Truly Relevant? Turn Your Editorial Calendar into a Relevance Calendar; Be Aware: Don't Do It When Everyone Else Does; Aim Right and Hit Your Mark; Chapter 9 Brand Patience: Why You Need It; Controversy Can Mean Constructive; One Size Does Not Fit All; Apology Trifecta and Video Addresses; To Respond or Not to Respond: Key Questions to Ask Yourself; Chapter 10 SPIKE Spotting

SPIKE Spotter: Predicting a Positive Brand SPIKEAnniversaries, Office Moves, and Promotions; What Most People Do Wrong with Awareness Months; New Data and Research; Revealing Data in an Exciting Way; SPIKE Spotting; SPIKE Spotting for Nonprofits; Chapter 11 The Upshot of a Positive SPIKE; Take a Public Stance and Become a Go-To Expert; Ignite Brand Loyalists and Draw Attention to Your Campaign; Make It Easy for Others to Help Elevate Your SPIKE; Tip Off the Media to Your SPIKE; We Have the Right to SPIKE; Chapter 12 Finding the Lost Principle of Influence; The Availability Bias

How Thinking Styles Influence the Blame GamePrinciples of Influence; Principle 1: Authority; Principle 2: Reciprocity; Principle 3: Scarcity; Principle 4: Commitment and Consistency; Principle 5: Social Proof; Principle 6: Liking; The Lost Principle of Influence-Friendship; Chapter 13 Create a Contrarian Brand Platform to Stand Out; Figure Out What Is Polarizing; Create a Brand-Hater Audit; Anticipate Brand Contempt and Get Ahead of Issues; Playing Chicken with Your Positioning Strategy; Dan Snyder: Touchdown or Fan Foul?; Checklist for Creating a Contrarian Brand

Chapter 14 The Fairness Fallacy and How to Call a Time-Out When Things Go Bad

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119245803

111924580X

9781118976678

1118976673

9781118976685

1118976681

OCLC:

901263343