Ready, launch, brand : the lean marketing guide for startups / by Orly Zeewy.

Format:

Book

Author/Creator:

Zeewy, Orly, author.

Language:

English

Subjects (All):

Customer relations.

Marketing.

New business enterprises.

Social media--Marketing.

Social media.

Physical Description:

1 online resource (xii, 86 pages) : illustrations (some color)

Edition:

1st ed.

Place of Publication:

Boca Raton, Florida : Taylor and Francis, [2021]

Summary:

"A powerful and urgent introduction to lean marketing and the magic of getting it right." -- Seth Godin, author, This is Marketing You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We're learning to fly the plane while we're building it." If so, think of a startup--with all its moving parts, phases, and personalities--as flying a plane, while you're building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you've landed in the right airport. Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands' DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture. Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.

Contents:

Cover

Half Title

Title Page

Copyright Page

Dedication

Table of Contents

Acknowledgments

Introduction: Are You Ready to Take Over the World?

Chapter 1: If You Ask the Wrong Question, the Answer Doesn't Matter

Who Are You?

Advice to Founders

The Odds of Startup Success

Do You Have An Ugly Baby?

The Right Product

The Wrong Customer

Core Value Exercise

Chapter 2: The Nike Syndrome

We're Not Nike

It Took Nike Nearly Twenty Years to Become Nike

Value Proposition Exercise

Chapter 3: The Gold Standard: Word-of-Mouth

Getting Ready for Growth

Marketing Is Not a One-Size-Fits-All

Word-of-Mouth Is Not Marketing

Social Media is Not Child's Play

The ROI of Marketing

Empathy Map Exercise

Chapter 4: A Rose by Any Other Name ...

Be Memorable

Logo Is Shorthand for Your Brand

Brand Loyalty Starts With the Right Name

Great Names: Great Brands

Naming Exercise

Chapter 5: Is Your Homepage Helping Your Brand Cut Through the Noise?

Your Website Is a Critical Marketing Tool

Cutting Through the Noise

Your Brand's Front Door

Messaging Exercise

Chapter 6: The New Age of Commerce

Epilogue

Welcome to the New Age of Commerce

Think Like a Millennial

Don't Sell Me

Help Me Discover

Social Media Exercise

Chapter 7: Is Your Story Button On?

The Art of Storytelling

Customer Engagement

Good Stories Build Good Brands

Elevator Pitch Exercise

Chapter 8: The Future Is Entrepreneurial

Student Founder: Ethan Bresnahan, Boost Linguistics

The Lone Genius Myth

Chapter 9: Conclusion: Show Me the Money

Lean Marketing

Marketing ROI

Measuring Marketing ROI

The Bottom Line on Lean Marketing

Index.

Notes:

Description based on print version record.

Description based upon print version of record.

ISBN:

9781003030607

1003030602

9781000351996

1000351998

9781000351934

1000351939

OCLC:

1245662493