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Informationen zum Autor Alan Weiss -author, international consultant, highly-sought keynote speaker-is the founder and president of Summit Consulting Group. His clients have included Hewlett-Packard, State Street Corp., Fleet Bank, Coldwell Banker, Merrill Lynch, American Press Institute, Chase, Mercedes-Benz, GE, American Institute of Architects, and Arthur Andersen. He is the author of The Ultimate Consultant (Jossey-Bass/Pfeiffer, 2001) and Getting Started in Consulting (John Wiley & Sons, 2000). Weiss resides with his wife, Maria, in East Greenwich, Rhode Island. Klappentext As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss-an internationally recognized expert in consulting and marketing and author of the best-selling book, Million Dollar Consulting --this essential resource, the second book in The Ultimate Consultant Series , will help you develop the skills you need to achieve valuable brand recognition quickly and effectively. In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines ten critical branding lessons including Branding is about passion, emotion, and visceral impulse-not about cold, hard facts. The action that must be generated by the brand association is a purchase. Identify exactly which buyer you want to appeal to. A brand must serve as a template for future actions and present conduct. A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non-buyers. Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn't actually discriminate, but merely creates the perception of elitism. A brand by any other name would not smell (or sound) as sweet. There are times when a name says it all. How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding. Zusammenfassung Consulting is one of the fastest growing professions and ironically! it tends to grow no matter what the state of the economy. Many professionals turn to consulting as a career choice in an attempt to seek refuge from the insecurities of the corporate world! corporate downsizing! and the overall decrease of opportunity in flat organizations. Inhaltsverzeichnis Introduction xi Acknowledgements xiii Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1 Marque My Words: Perception Is Reality 3 Real World Lessons 4 Positioning a Brand so that the Brand Positions You 8 Why Consultants Need to Get Their Hands Dirty in the Branding Business 11 The Payoff of a Strong Brand in Consulting 13 The Ultimate Secret of Branding 14 Brand New Lessons 18 Chapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21 Identifying the Ingredients of Your Brands 21 Recipe: Finding the Right Raw Materials and Mixtures 22 Magnifying Your Existing Repute 26 Re-Energizing Your Brand for Maximum Impact 32 Five Ways to Ensure Brand Freshness 35 The Critical Case for Strategic Branding 36 Brand New Lessons 39 Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41 The Elements That Create Gravitational Attraction 44 Brand New Lessons 70 Chapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best ...
