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Jingdong book

品牌突破：如何建立品牌，穿越喧嚣的市场，从竞争中脱颖而出

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Jingdong book

品牌突破：如何建立品牌，穿越喧嚣的市场，从竞争中脱颖而出

Name: 品牌突破：如何建立品牌，穿越喧嚣的市场，从竞争中脱颖而出
Brand: Jingdong book
SKU: 3102007851
Price: 45.17 USD
Availability: OutOfStock

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Content Description

品牌是企业生存和发展的灵魂，品牌建设是一个企业进行长期积淀、文化积累和品质提升的过程。一个成功的品牌需要经历品牌管理和建设，品牌建设包括品牌定位、品牌规划、品牌形象、品牌扩张等。改革开放30多年来，中国经济实现了跨越式发展，已经成为世界第二大经济体，截至2014年已有220多种工业品产量居世界第一位，制造业净出口连续多年居世界第一位，中国已是一个名副其实的制造大国。但是，与我国经济发展的速度和规模相比较，企业品牌建设明显滞后，已经成为我国产业进一步提高竞争力的“瓶颈”。

Author Description

约翰·摩根是“品牌突破”（Brand Againstthe Machine）公司总裁，该公司专攻个人、企业品牌宣传及在线营销，帮助企业家定位为目标市场的领先权威。迄今约翰已为300多个行业的多家公司提供了服务，其中包括世界500强企业和好莱坞明星们。他定期向50-3000名听众发表演讲，还曾登上“快公司网站”和微软全国广播公司节目（MSNBC）的专栏。

Comments

★约翰·摩根确有见地我是他讲述内容的忠实粉丝，随身带一个记事薄很有意义由于摩根的这本书我改变了对一些事情的看法你也会！
——克里斯·布洛根，Human Business Works公司总裁，《相信代理人》作者

★“我的首本书《六像素分离》，有一个副标题为‘每个人都相互联系肴让你的业务联系起每个人’这也是约翰在《品牌突破》中要表达的主题在这个世界里，所有人都能够向全世界发布他们的想法，我们目前已经认知的品牌概念需要重新定义《品牌突破》是对品牌的重新定义就像约翰在书中所述，不以人们为对象确立品牌，而与人们一起建立品牌怎么做呢？看书吧”
——米奇·乔尔，TwistImage公司总裁，《六像素分离》作者

★“你认为你的品牌如何已不再耍要传统已经破碎约翰的这本精彩之作回顾了传统如何破碎和为何破碎，但最重要的是《品牌突破》能让你做什么”
——斯科特·斯特莱腾，《非营销：停止营销，开始参与》作者

★“不论你是一名需要了解品牌策略并运用到业务之中的独立运营商，还是品牌战线的老兵，本书都能向你提供一些不寻常的智慧与知识好好利用本书的内容，会加快你的市场定位，也会快速积累你的银行账户余额”
——鲍博·伯格，《做一个积椴的付出者》共同作者，《无尽的推介》作者

★“约翰·摩根的书是对所有企业品牌意识的终极唤醒你的品牌即将喝掉双份浓缩咖啡……再掺点TNT炸药让它翻动起来。”
——麦可·米查罗威兹，《厕纸企业家》作者

Catalogue

1 传统机器思维
品牌的未来是“与”人，而不是“对”人的市场营销
品牌不是产品的分享，而是思维的分享
你的品牌不是一场营销活动，而是一个承诺
2 为何打造品牌？
你自身就是最大的优势
是你自身在创造价值，而非你的产品，意识到这点是非常重要的
品牌是情感，这种情感推动着潜在客户转化为购买者
想要更好的客户吗？那就建立一个更好的品牌
品牌不止被视为优于竞争，它还被视为唯一能解决客户问题的办法
你就是你的品牌
在别人定义你之前，先把自己定义好

3 品牌框架
如果你不能清晰地进行交流，潜在客户就永远看不到你的品牌价值

4 曝光与能力
你的曝光率比你的能力更重要
曝光率把人们带到你的门前，但是能力才能让他们久留在那儿
据估计，接触到你品牌的人中有1%~5%会变成你的顾客。你接触到的人数够多了吗

5 关注并非信任

6 正确定位
品牌营销中最重要的因素就是定位
不要力求做第一，要力求做最棒的

7 主计划

8 营销与品牌
你推销自己的方式最重要

9 你相信吗？
如果你要害怕，那就害怕穷困吧
如果你自己都不认同自己的意见，那么没人会尊重你的意见

10 核心理念
你的品牌必须有所代表

11 平庸即死

12 创业故事

13 超越普通
市场渴望出现不同的东西
变得不同是不够的，必须要有一个不同的理由

14 引起喧哗
纯粹自我驱动的营销不会产生结果
自我推广是个人品牌成功的关键

15 内容爆炸
你的内容要像一枚炸弹，能够轰炸人们的意志
伟大的内容的秘密关键在于说明
不要只是创造内容，激发人们、点燃谈论

16 提升自我
别把关系当成是理所当然的事情

17 欢迎加入社交大潮
在带“社交”前缀的媒体上不活跃，好像不大合适，不是吗
……

Book Abstract

《品牌突破：如何建立品牌，穿越喧嚣的市场，从竞争中脱颖而出》：
品牌策略的成功主要由你的信仰决定，而非环境。没有借口。在你期望别人认同之前，你要先相信自己，把这个记在心里。客户和雇员要么捡起你的信心，要么缺乏信心。他们对你的生意不是变得有信心就是失去信任，他们依靠你提供的东西过活。
我承认在我的事业上，我为自信努力了很多。做生意的人告诉你要本能地相信自己的勇气，听脑海里的声音。但我听到那个小声音响亮而又清晰，它一直在问“如果我脑子里的声音是白痴怎么办？”
我不确定，但我认为脑海中的小声音快要跑出来了。脑海中萦绕的话让我缺乏信心，糟糕的是，我每天不得不处理那些强迫性的观念想法，还要把这妄想的声音从我的脑海中丢出去。
在这期间，所有的事情都没有按我的想法进行，进展是很缓慢的。我工作很努力，但是我也在折磨自己。这个声音是疯狂的。因为我对自己没信心，我的创意也从未付诸行动。我更多的是在想造成创意无法实现的具体原因是什么，却没有探究是什么原因导致了现状。
我去找我的一个好朋友，也是我的良师，丹尼·格里芬。他常年研究企业家心态的重要性。好的心态能推动你走向成功。坏的心态会让你止步于开端。丹尼使我认识到是我的恐惧在控制着我。我记得他说的事情，我将终生难忘。我做生意就是靠这种态度。他说：“玩游戏就要有除了成功没有其他选择的态度。”
是该改变的时候了。我开始比之前更努力地工作。过了一段时间我建立了自信，这对于我生意的积极影响并不是立即就显现的。我开始充满自信地工作，不再担心我是否有天赋、技巧或某种我认为需要的运气。
对自己产品或服务的信心多少，决定着你占有市场的大小。事实上，你自己知道自己的产品并非百分百出色，你会试着采取营销手段。胆小无法让你的品牌到达食物链的顶端，若你缺乏自信，也就缺乏尝试创意的勇气。
不管你身处哪个行业，都是充满了竞争。因为竞争而感到害怕，你很容易允许自己这么想。不要害怕更强大的竞争对手，要对自己有信心，相信自己的能力。
你需要有这样的心态：人们如果不买你的产品或服务，该是多么愚蠢的行为啊。你可能不想那么说，但你应该那么想。即使你不是行业里最好的，至少你要为变成最好的而努力，然而什么是重点？我必须强调，我谈论的是信心，不是骄傲自大。信心是有吸引力的，骄傲自大则不。自大狂可一点儿也不酷。没人愿意为自大狂工作，也没人愿意与之合作。相信你是做得最好的，这是自信的表现，而非自大。
斯宾塞，肖，当他进入自己完全不了解的行业时，他依靠的就是自信。斯宾塞是运营着很多生意的连锁企业家。某天他观察到了混合武术产业，他看到这项运动有很好的粉丝基础，认为这项运动会很快兴盛起来。
只是一瞥，他以前从未看过一场混合武术的比赛，对这项运动知之甚少，即使这样，也没有阻拦住他，他对自己的调查有信心，也对自己商人的角色有信心。简单地说，他知道他要进入这个行业了。
目前，斯宾塞赞助了几位职业赛手并创建了一条服装生产线，目标客户是混合武术的粉丝们。较短的时间里，他进入自己不熟悉的行业，并建立了自己的品牌。他没有理由自信，他有很多理由让自己缺乏信心并被恐惧阻拦。如果他不相信自己，就不会实现自己的目标。
做事的时候要散发着自信。对你的内容、产品、专业知识都充满自信，你的目标客户就会对你的生意感兴趣，并对你的营销策略给予回应。
当你增值时，对自己和自己的生意有信心是很容易的。要对自己忠诚。如果你没有推出你最好的产品，没有提供你能做到的最好的服务，那么请再次评估自己的生意并作出必要的调整，不然你怎么做生意？
……

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