Lean Branding: Creating Dynamic Brands to Generate Conversion - Hardcover

Busche, Laura

Hardcover

ISBN 10: 144937302X ISBN 13: 9781449373023

Publisher: O'Reilly Media, 2014

Synopsis

Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help.

This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop.

• Learn exactly what a brand is―and what it isn’t
• Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy
• Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals
• Pivot your brand ingredients in new directions based on what you’ve learned―by optimizing rather than trashing
• Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

About this title

About the Author

Laura has been implementing The Lean Startup methodology with more than 150 entrepreneurs and their 90+ internet-based startups. She has learned about what makes and breaks them, what they fear as they create their brand, and how it can be fixed. This experience has allowed her to grasp first-hand what it takes to improve every component of their brand strategy from logo design to demo day pitches. Being a digital marketing mentor for Colombia's IT Ministry and its Apps.co program -- based entirely on The Lean Startup and the Business Model Canvas -- has given her a unique insight to approach brand building for internet-based startups.

Laura is Summa Cum Laude from the Kogod School of Business (American University), and completed a Master's degree in Design Management (Savannah College of Art & Design, SCAD). She is currently completing her PhD dissertation in Consumer Psychology, sponsored by the Colombian Government's Administrative Department for Science, Technology & Innovation (Colciencias). Junior Chamber International (UN program) recognized her as one of the Top Outstanding Young Persons in Colombia in 2012, and she became part of the World Economic Forum's Global Shapers community of young leaders changing the world in 2013. Laura regularly blogs about branding, design and business at leanbranding.com/blog. She has worked in Groupon, interned at National Geographic and cofounded a digital agency called Ozone Group in 2008. More at laurabusche.com.

Edition details

• Publisher: O'Reilly Media
• Publication date: 2014
• Language: English
• ISBN 10: 144937302X
• ISBN 13: 9781449373023
• Binding: Hardcover
• Edition number: 1
• Number of pages: 296