Why Propeller Head?

Are you educated but did not major in marketing and business at college? Are you driven more by engineering, science, finance, law or accounting? Then, if you are not a dummy, you may be a propeller head when it comes to understanding branding?

You know the solution is out there. It is just that you wish your head would stop spinning and settle down on a final name. That your lawyers will sign off on. That will have the right tone and image - when you haven't even got a methodology to drive a management solution.

Here is the complete answer to stop your head spinning and get your management team aligned for a great branding strategy - fast!

Why Brighter Branding
and not Brightest Branding?

• Because you need to get a job done.
• Because there a lot of good brands already.
• Because the world changes daily.
• Because you have to get beyond branding and on with the rest of the job.
• A Brighter Brand will get all your company aligned and get your marketing image right - in a short timeframe, for little money.

Run Branding Projects like a Pro!

Ever noticed how an ad agency thinks you need to advertise to create a brand? But your P.R. agency thinks you need more press and sponsorship? And an identity firm thinks you need a new logo and collateral? While your direct marketing agency is sure a direct mail or email campaign will do the trick?

None of these are right. And few books are confident enough to stand up and tell the difference. And tell you how to grow a brand from the grass roots off. Yes, there are big academic texts out there, but most are based on studies of the great brands of the world. That have had millions of dollars and many years of development behind them.

But what are you going to do if you are a small company, or a smaller product line of a small division? And should you do branding or care about it all? After all, aren't your great technical features going to drive buyers to your door? Surely engineers and other geeks will recognize the superiority of your widgets? Even though they are looking for solutions and not products?

Find the brand values and personality for your company, product or service

Stop pulling out your hair. Good brand development is complicated. Here is the guide you need.

Save many, many hours of wasted management time by following a proven process that brings consensus to the team.

Discover how to involve everyone in your brand values.

Save thousands in agency fees - this time you call the shots.

See many branding success stories.

Learn how a brand is really a promise of an experience.

Find how to develop brand-centric promises.

Become your own project manager. Even if you have never run a creative project before.

Use the included forms and worksheets to show management your professional skill in gaining convergence.

All the secrets most brand consulting pros don't want to share - because now you can do it yourself!

Find your own brand values.

Measure your brand equity.

Discover all your brand touch points.

Rank all your branding efforts in a formal manner.

Proven processes that have been used by top brand professionals and executives in numerous real projects in high tech, finance, fashion, healthcare, food, retail, medical, sports, equipment, telecom and industrial fields.

Strategize first, then set your branding tactics.

Involve all of your employees, and implement employee branding.

Select a slogan that describes and focuses your brand promise.

Customize all the executive brand touch point rating charts for your own usage.

Print all the executive planning workshop materials.

Smile when you discover how clear Athol has made this whole subject. After all, he studied how to simplify branding for other propeller heads for many years.

Have you ever stopped to think what a brand really is? And how to get all employees on the same page?

How do you bring your brand to life?

What are your most important brand touch points?

Which department needs to deal with which brand checkpoint first?

From the Author:

"Next time I ever run a marketing department, I am going to start the branding in the service department. Now that I really recognize that a brand is the promise of an experience, I need to focus where the customer has the most brand touch points. And often that is not in the sales or marketing department. Plus I will take my own advice and get all departments together, with all our agencies, and show them how they are all part of the brand. It is the golden thread that goes through all business, design, support, packaging, and promotion messages. So it needs to clearly match our company personality and environment. Then be enforced with rigid policies and encouragement, just like Steve Jobs does at Apple. "

You need the forms. You need the charts. You need the process. Not at your bedside. But in your own computer. And in the boardroom.

So actually, this is not just a book. It is a set of computer templates too - so you can run a branding project team or simply use it to organize yourself. And thus the eBook format is perfect. Download now and use the forms five minutes later.

No more scraps of paper. No more endless discussions about brand values that never converge. And are not scored or compared with those of your competitors.

Complete author bio and index, with immediate download available right now, at www.FodenPress.com.

Strategic, Practical and Tactical Branding.

The goal of this book was to create a comprehensive, practical overview of branding. But it is not just a boardroom or bedside read. It is an actual workbook. It clearly outlines the process, steps, charts, reports and suggestions for all the management meetings needed to establish brand values, vision, descriptors, image and action items.

Download the eBook version today and get all the worksheets and charts in electronic spreadsheet or document format too. So you can distribute them electronically, or customize and print them for general circulation.

Ideal for the new startup. Ideal for the older company trying to revitalize its brand and image. Ideal for the frustrated marketing manager or CEO or President trying to get everyone on the same page.

Not just companies. All these areas are also given coverage:

• Product Branding
• Service Branding
• Online Branding
• Embedded Product Branding
• Niche Product Branding

PS Not all serious and dull. Far from it. This book is written in light hearted style, with real case studies and stories. There is even a whole chapter on having fun with your brands.

About the Author:

Athol Foden is a former international sales and marketing executive, who started his career in high tech as a computer science propeller head. But he has always been fascinated by names and the images, tones and messages they implicitly convey. After running into naming problems while a marketing manager at Sony, he found a partner to help create his first naming agency. It worked so well, he sold out and took off into consumer marketing and business startups for a while, but soon discovered what he really was best at was simply naming and branding. So Brighter Naming was founded in March 2002, and Athol has been leading the charge there ever since.

Unlike other agencies, this time Athol also catered to small and medium sized businesses, by refining the naming process to suit everyone and providing branding help in a personal and affordable manner. In doing so, he has also been able to speed up the full process for large companies with big international trademark clearance needs. Whatever your size, you will get personal, professional help and trademark clearance, not just a set of names emailed for you to pick one. It is this passion for the name game that drove Athol to write this book - to show what branding really is all about - without a strong bias to one marketing discipline only. Branding is about all disciplines, usually in similar amounts.