Bernhard Schroeder - Brands and Bulls**t: Excel at the Former and Avoid the Latter

EXCEL AT THE FORMER AND AVOID THE LATTER.

A BRANDING PRIMER FOR MILLENNIAL MARKETERS IN A DIGITAL AGE.

BERNHARD SCHROEDER

A Brand Expert Who Worked with

Amazon, Yahoo, Apple and Nike

Author of Fail Fast & Simply Brilliant

BRANDS AND BULLS**T. EXCEL AT THE FORMER AND AVOID THE LATTER.

A BRANDING PRIMER FOR MILLENNIAL MARKETERS IN A DIGITAL AGE.

PRAISE FOR BERNHARD SCHROEDERS NEW BOOK ON BRANDING:

For any digital marketer, strategist, creative or communicator in todays business world, read this book. Schroeders career has spanned three decades and his branding knowledge is all here for the taking. Whether youre part of a startup or running an established Fortune 50 company, consider this the play book for how to compete in todays ever-changing world of brands.

TOM SUITER, CO-FOUNDER OF ENJOY, FORMER CREATIVE DIRECTOR, APPLE

Brands and Bullsh*t examines the distinctions between branding and marketing - between tactics and strategy - for todays up-and-coming digital marketers. If you are looking to stand out in a crowded field, evolve into a well-rounded marketer or make the transition to brand marketing, you need to read this book.

SCOTT CARRINGTON, MGR, DIGITAL BRAND MARKETING, PATAGONIA

Brands and Bulls**t should be mandatory reading for every online marketer. Its time you learned what you dont know about branding and step up to becoming a bad ass branding warrior.

THOM MCELROY, CO-FOUNDER, VOLCOM

In my experience, too many new marketers confuse tactics for strategy and seem to believe communications somehow displaces the importance of branding. Brands and BullS**t is a comprehensive, career-enhancing course in the essentials of branding.

MICHAEL IRWIN, FORMER CHIEF STRATEGY OFFICER, WD-40

At Mirum, we create experiences that people want and businesses need. We work with companies who embrace the transformative power of digital. Brands and Bulls**t is a powerful addition to our digital branding arsenal.

DANIEL KHABIE, GLOBAL CEO, MIRUM AGENCY

In all that time that I have worked with some large brands, Ive never worked with anyone who understands branding and where markets are going like Bernie Schroeder. He has the ability to look over the horizon and see where a brand needs to go to be successful. Brands and Bulls**t is not a book as much as it is a lighthouse in the darkness for young marketers.

LEEANN IACINO, FORMER COO, BERKSHIRE HATHAWAY HOMESERVICES

BRANDS AND BULLS**T. EXCEL AT THE FORMER AND AVOID THE LATTER.

A BRANDING PRIMER FOR MILLENNIAL MARKETERS IN A DIGITAL AGE.

As a digital marketer, are you marketing banner ads or building brands? Do you even know what a brand decision tree or a category ladder is? Probably not. Well, its not your fault. You most likely grew up inside of a digital marketing environment. You had no brand mentor. However, your future career success depends on your ability to grow from being a digital marketer to becoming a brand expert.

Brands and Bulls**t. Excel at the Former and Avoid the Latter strips away the mystery of branding and gives you a branding primer necessary for every digital marketer. This new branding book offers you the insight and tools to learn how to excel at marketing strategy and branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world. Add wisdom, knowledge and value to your marketing career. This book will help you:

• Understand what branding in a digital world really means
• Learn how to create a powerful brand that creates a customer feeling
• Create specific brand strategies that really work in the marketplace
• Review ten possible brand strategies and understand their potential
• Understand how positioning and category ladders work and why
• Utilize tools like brand decision trees to simplify complex brand choices
• Create a branding strategy for a client or company that targets a blue ocean
• Begin to comprehend the NEW 4 Ps of marketing and their impact
• Learn how to quickly create a brand plan with the BrandPlanr

Whether you work at a brand or work in an agency, you need to understand exactly how to build and lead a brand. You need to believe that to be a great marketer, you just need more branding insight and tools. And you definitely need to understand the difference between branding and bullshit. Achieve the marketing career you deserve. This is the branding primer every digital marketer has been waiting for. Enjoy.

For more information on this book or special orders, go to: www.bernieschroeder.com

View all Bernhard Schroeder titles at: Amazon.com, Barnes and Noble, Powell Books, Amacon Books, Audible.com, and wherever fine books are found.

Tired Coast Publishing

San Diego, California

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

2017 Bernhard Schroeder

All rights reserved.

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About Tired Coast Publishing

Tired Coast Publishing is a leader in talent development and advancing the skills of individuals to drive business success. Our mission is to support the goals of individuals and organizations through amazing books and research. Tired Coast Publishings approach to improving personal performance combines experiential learninglearning through doingwith opportunities for ongoing professional growth at every step of ones career or journey.

ITS NOT WHAT YOU THINK THAT MATTERS.

ITS WHAT YOUR CUSTOMERS FEEL THAT COUNTS.

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is based on the most important characteristic, which is trust.

HOWARD SCHULTZ, STARBUCKS

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Your brand is what other people say about you when youre not in the room.

JEFF BEZOS, AMAZON

CONTENTS

* * *

INTRODUCTION

BRANDING IN A DIGITAL WORLD.

* * *

The founder of a digital marketing agency called me and pressed for a quick meeting as he had acquired a new client and was unsure about how to craft a marketing strategy for this particular company. He had stated on the phone that this client was more sophisticated and might need more than just online marketing solutions. We decided to have a lunch meeting to discuss his issue. As I walked on a street in downtown San Diego, I could see him approaching from the opposite direction and we both arrived at the restaurant at the same time. We were seated quickly and made small talk before he got serious.