Image Marketing : Using Public Perceptions to Create Awareness and Build Market Share

Create, maintain, or change your company's public image with practical guidance from Joe Marconi. He tells you what should, and should not, be done to define and nurture an image and how to cultivate your company's "image marketability". You'll get guidance on how to:
-- Determine the budget behind an image marketing campaign
-- Take advantage of the "halo effect" provided by a good image
-- Respond -- and not respond -- in the face of a crisis.

In an era of instant celebrity and instant notoriety Image Marketing--managing styles and perceptions to match the demands of your public--has never been more important to business success. Or more difficult. In this fascinating and useful book Joe Marconi gives hands-on, in-the-trenches analyses of some companies and professions that have done things right--and some that haven't. Even more important, he provides practical guidance you can use to apply the principles of Image Marketing to your business objectives.

In addition to more than a dozen handy checklists and guideposts to managing your public image more effectively, this insightful handbook includes:

• The "rules" of managing perceptions--step-by-step guidelines for creating, maintaining and changing perceptions in your marketplace.
• The "tools" of managing perceptions--finding the best avenues to your audience; developing the most powerful messages; and evaluating the effectiveness of those messages.
• Pointers for reading and timing your market for maximum impact.
• Step-by-step guidance for developing sensible budgets.
• Easy-to-use tips for matching the medium with your message.
• The Image Marketing Casebook--a dozen case studies showing how leading companies have managed their images.

A successful public image is more than a smiling face in an ad or the claim that you're the biggest or the best. It's a matter of ensuring that people think of you and managing how they think of you. It's a matter of Image Marketing, and this book provides all the step-by-step guidance you'll need to create and market an image that will use public perceptions to build awareness, increase market share, and attain your business.

Industry Leaders Welcome Joe Marconi's Image Marketing

"Image Marketing explains in a no-nonsense way the secrets of manipulating perception in marketing. Sections on the "rules and tools" of image-making add up to an invaluable checklist for anybody who wants to delve into this discipline. This is another winning effort from Joe Marconi, the master of marketing pragmatism." -- Joe Cappo Publishing Director Advertising Age International

"Image Marketing should be on the top of every marketer's reading list. Its fast-paced approach is a useful blend of practical advice and strategic insight." -- Ronald G. Burke President and CEO Bank Administration Institute (BAI)

"Joe Marconi's Image Marketing is a highly readable book, providing a step-by-step, issue-by-issue discussion of building and leveraging customer goodwill. By including case studies, his image-building principles and practices are given concrete, real-life dimensions." -- Stephen Kerns President Kerns Communications

"Today's consumers must have confidence in both the products they buy and the companies behind those products. I have long contended that perceptions of the maker exert a critical influence on purchasing decisions. In Image Marketing, Joe Marconi leads marketers through the interrelated whys and hows they need to know to achieve success in today's image-driven marketplace." --Thomas L. Harris Managing Partner Thomas L. Harris & Company Adjunct Professor of Integrated Marketing Communications Medill School of Journalism Northwestern University