The Brand Within: The Power of Branding from Birth to the Boardroom (Display of Power Series)

The Brand Within: The Power of Branding from Birth to the Boardroom (Display of Power Series)

Daymond John

Language: English

Pages: 256

ISBN: 0982596219

Format: PDF / Kindle (mobi) / ePub


According to the U.S. Census Bureau, every day nearly 2,500 people go into business for themselves. Their firms account for 78 percent of U.S. businesses and $951 billion in receipts. Entrepreneurship is abundant in America, especially in the current economic crisis, but how do these companies stand out from the rest in order to succeed?

The Brand Within by Daymond John, founder and CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, Shark Tank, is the second nonfiction book in the best-selling Display of Power series. The Brand Within examines the loyalty of relationships companies seek to establish by attaching celebrities to their brands and the instantaneous impulses consumers exhibit when purchasing a product. Drawing on his cutting-edge experiences in the fashion business, as well as his hard-won insights developed as a sought-after marketing consultant to trendsetters and tastemakers, the author argues that branding relationships have now seeped into every aspect of our lives.

Daymond John is widely recognized as a branding and marketing authority and a sought-after consultant on the ever-changing urban/pop culture marketplace. He describes the evolution of a brand--from its generic inception to its watermark--and offers expert commentary on iconic personal ''brands'' ranging from Tiger Woods to Muhammad Ali and branding as it pertains to corporations such as Blackberry and UPS, among others.

The Brand Within, co-authored by Daniel Paisner, who is credited with nine New York Times bestsellers, is a dynamic roadmap to growing a successful brand.

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amount to much. Good ideas don’t drop from the sky into your lap, fully formed. You’ve got to go trolling for them. You’ve got to consider—and, then, re-consider—every prospect. You’ve got to think things through, and you’ve got to come at those things from a different angle than anyone else. Then, if you can’t find that angle right off the bat, you’ve got to fall back and come at it again. And, if it turns out that your hot idea is only getting you into hot water, you’ve got to be agile enough

one of the last living legends this generation will ever see. I’m going to take it a bit further and talk about something else. As I try to wrap my mind around how to express in words what we are experiencing with the loss of this complex individual, I begin to understand that Michael was way more important in our lives than we have ever realized. “This man was clearly the most recognizable face on the planet. Mike made us laugh, cry, fall in love, get over heartbreaks, wear weird clothes, get

think it was all pretty generic. Yeah, I know, I’m generalizing here, and possibly overstating. In any case, when Jimmy Buffett was just starting out, it’s probably a safe bet to suggest that nobody was very familiar with his music. He was just a guy with a guitar, offering a pleasing mix of soft rock and country to folks who happened to be in the mood for that type of diversion. It was background music, a sweet soundtrack to go with a nice day in the Florida sun or along the streets of New

want to hire them to hand out t-shirts and ball caps at special events. And, if you’re really thinking ahead of the curve, you’ll want to make sure there are a couple of video cameras on hand at your photo shoot, so you can document making of ‘Thick ‘n Sweet’ to post on YouTube or MySpace. Or, if you’re on a social networking site like Twitter, you can find a way to list all the different locations where folks can find your syrup. Make it worth your while in what ways you can afford, and see

we do? These days, more and more companies are standing behind carefully crafted mission statements, or putting new hires through an extensive orientation process to help familiarize them with corporate goals and histories. If you’re in the service industry, say, and you’ve built your brand on your white-glove treatment, you’ll want to make sure your people on the frontlines get what you’re trying to do. It’s basic, don’t you think? But you’d be surprised how many businesses get going without

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