Entrepreneur's Guide To The Lean Brand: How Brand Innovation Builds Passion, Transforms Organizations and Creates Value - Softcover

Gardner, Jeremiah; Cooper, Brant

Softcover

ISBN 10: 0996100725 ISBN 13: 9780996100724

Publisher: Market By Numbers, 2014

Synopsis

Goodbye, old-school branding. Hello, innovation.

As much as traditional branding may flinch at the idea, the great brands emerging today are no longer being developed by a “brand genius” on the 40th floor of a Madison Avenue high rise. Today, great brand development isn’t about genius, it’s about the discovery of value. The Lean Brand is the first book to apply lean principles to the marketing black box of branding empowering innovators to experiment often, iterate quickly, and discover the winning relationship with their audience. Just as with “lean startup,” where you are attempting to eliminate the waste in building products no one wants, “lean branding” is about eliminating the waste of building a brand no one wants a relationship with. The cost of failing to innovate with your brand? Millions of dollars in lost sales, missed opportunities for growth, and countless unsatisfied customers. This is not new jargon for old thinking, but a fundamental shift in how brand development works. The Lean Brand is the new blueprint for building value-based relationships with passionate customers. Distilling years of experience on the frontlines of startup marketing and the lean startup movement, Jeremiah Gardner teams up with New York Times bestselling author Brant Cooper to reveal:

• How to implement Lean Brand Innovation To Discover, Create & Deliver New Value
• New startup marketing techniques for Parallel Innovation between product management, brand strategy, and business culture
• How to optimize your branding strategy to discover, develop and build passionate customers
• How startups can eliminate waste in their customer development and brand strategy using The Lean Brand Framework
• How to use lean startup Viability Experiments to test and iterate your brand for high growth
• A set of practical tools called the Lean Brand Stack to help you iterate quickly, learn as much as you can, and build passionate relationships with your audience

Great brands must do more than just satisfy customers; they must create passionate ones. The Lean Brand shows you how to develop meaningful relationships with your audience, based on a shared journey of value creation. Whether incrementally improving an existing brand, re-branding your enterprise, or building the next great startup, the winning relationship with your audience will come from a process of discovery. This book lays out a brand innovation framework for you to study, practice and iterate on, and eventually make your own.

About this title

About the Author

Jeremiah Gardner is an author, speaker, lean brand practitioner, and bulldog lover. He helps startups, entrepreneurs and Fortune 500 organizations reframe the way they think about brand innovation, culture, and leadership. He is a sought after speaker, and has been featured in several media outlets including Forbes, Entrepreneur Magazine, Lifehacker, The Guardian, Branding Magazine, and SayDaily.

From the Inside Flap

ADVANCE PRAISE FOR THE LEAN BRAND

• "Gardner grabs hold of brand and gives it a good yank, redefining it as the relationship between an organization and its audience. If you appreciate the principles of lean management, read this provocative book." - Marty Neumeier, Author of The Brand Gap.

• "The problem with most approaches to branding is that they get in their own way. They've managed to make the work of managing and building brands more opaque, more complicated, and less accessible. The Lean Brand takes the opposite approach: a manageable and understandable set of concepts, tools, and methodologies to make informed brand decisions." - Randy Hunt, Creative Director, Etsy

Edition details

• Publisher: Market By Numbers
• Publication date: 2014
• Language: English
• ISBN 10: 0996100725
• ISBN 13: 9780996100724
• Binding: Paperback
• Illustrator: @FakeGrimlock
• Number of pages: 338