Moving Targets: Creating Engaging Brands in an On-Demand World
This book can be downloaded and read in iBooks on your Mac or iOS device.
An iBooks #1 Business & Personal Finance Bestseller! Consumers are moving faster. They are more demanding and savvier than at any other period in history. At the same time, the world has become an impersonal place. This book will show you how to make your product or service more appealing to prospects, move them emotionally and forge deeper connections that create passionate, loyal customers for your brand. Weaving personal anecdotes, examples from the world's top companies and interviews from founders and executives of innovative brands (LiveIntent, Cigar City Brewing, College Hunks Hauling Junk and more), Moving Targets teaches entrepreneurs and brand managers the new rules of branding. This book will teach you how to build a winning team culture, define your niche, build a loyal brand following, design a killer logo, create ads and marketing campaigns that convert and so much more!
Just read Moving Targets and buying 6 copies for Clients
This book has 19 chapters of what to do to make sure a companies marketing represents the company and communicates to their Avatar customer. (Read the book if your company does not have an Avatar.) Here is what I'm telling my clients to do first; Do page 142 Brand Report Card, are they doing any of page 87's 7 Marketing Mistakes? Does their Logo pass page 80 Logo Test? Does their marketing create "Emotional Transportation? (Page 110)" Do they market to each of the Influencers? (Page 117) and are they Consistent with their Touch Points? Page 126.
I've been in marketing for decades and I took 2 pages of notes from Marketing Matters. I highly reccomend.
The WIDE view of what “branding” means
All too often, books about branding take a specific narrow-view focus on the topic, and dedicate time and space to it. Nothing wrong with that, of course. However, "Moving Targets" takes a completely different approach. It's premise is established upon the BIG picture of what branding is all about, and at the same time, the most elemental of concerns: what the customer experiences.
As customers, we all want to feel valued, appreciated, treated with dignity and respect. Gabriel Aluisy is successful at describing how to shape a brand that embraces these values, in ways that are often unexpected: Using predictive data to serve relevant messages (without being "creepy"); providing not only an excellent service, but an experience that is as fun as playing games; understanding that customers are not only driven by quality, but also speed of service; along with over 15 other different topics.
I really enjoyed how "Moving Targets" approaches the subject from such an ample variety of viewpoints. Reading through it really broadens your perspective of all the ingredients involved in a solid brand effort.
This is a recommended read for any business owner and/or employee whose decisions affect a company's direct handling of customers, whether directly or in a more indirect manner, such as in the case of brand management.
Great Intro to Branding in the Digital Age
This book presents a roadmap for developing a brand foundation in an entertaining fashion for the digital era. It is written with the entrepreneur in mind and is worth the read.