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How to Establish a Unique Brand in the Consulting Profession
Powerful Techniques for the Successful Practitioner
Alan Weiss (Author)
9780470433942, Wiley
Paperback / softback, published 5 August 2008
224 pages, Drawings: 11 B&W, 0 Color
23.5 x 19.1 x 1.2 cm, 0.4 kg
Die Consultingbranche wächst in rasantem Tempo, und das ironischerweise sogar unabhängig von der jeweiligen wirtschaftlichen Lage. Dieses Buch ist das 2. in der 'Ultimate Consultant'-Reihe. Es ist ein praktischer Leitfaden, der eine Fülle von Informationen, Methoden und Verfahren vermittelt, von denen jeder selbständig tätige Consultant sofort profitieren kann. Autor Alan Weiss von der Summit Consulting Group, Inc. ist ein international anerkannter Consultant und darüber hinaus Autor von mehr als 10 Top-Businessbüchern. Hier stellt er 12 Techniken vor, die - wenn sie richtig eingesetzt werden - dem Consultant, einen echten Marketing- und Wettbewerbsvorteil verschaffen können. Der erste und wichtigste Schritt für den Erfolg eines Consultingbüros besteht darin, eine unverwechselbare Marke aufzubauen. Die Zauberformel hierfür heisst positives Branding. Weiss erläutert detailliert, wie man mit Hilfe von Referenzen auf sich aufmerksam macht und Börsengänge von Unternehmen dazu nutzt, um die eigenen Geschäfte voranzutreiben. Ein unverzichtbarer und praktischer Ratgeber für eine erfolgreiche Consultingtätigkeit.
Introduction xi Acknowledgements xiii Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1 Marque My Words: Perception Is Reality 3 Real World Lessons 4 Positioning a Brand so that the Brand Positions You 8 Why Consultants Need to Get Their Hands Dirty in the Branding Business 11 The Payoff of a Strong Brand in Consulting 13 The Ultimate Secret of Branding 14 Brand New Lessons 18 Chapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21 Identifying the Ingredients of Your Brands 21 Recipe: Finding the Right Raw Materials and Mixtures 22 Magnifying Your Existing Repute 26 Re-Energizing Your Brand for Maximum Impact 32 Five Ways to Ensure Brand Freshness 35 The Critical Case for Strategic Branding 36 Brand New Lessons 39 Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41 The Elements That Create Gravitational Attraction 44 Brand New Lessons 70 Chapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71 Early Preparation Is Better Than the Best Editor 73 Creating and Selling a Brilliant Proposal 77 Writing a Book and Living to Tell About It 81 Marketing Your Book Because the Publisher Really Won't 84 Some Other Very Important Issues 86 Brand New Lessons 88 Chapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89 Why Professional Speaking Is Brand-Effective (the "Reach" of the Speech) 90 Preparing Your Message: Insider Tips on Outstanding Speaking 91 The Elements of a Powerful Delivery 97 Turbo-Marketing Your Speaking Efforts 100 The Magic of Setting High Fees (the Good Stuff) 104 Exploiting Success 106 Brand New Lessons 108 Chapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109 The Myths 110 Brand New Lessons 127 Chapter 7 Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays 129 Understanding the Brand Environment 130 Creating the New Environment 133 Ten Guidelines for Influencing the Environment 136 Twenty-Five Ways to Foster Publicity in Any Environment 139 Brand New Lessons 147 Chapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149 The Ironclad Case for Products in the Consulting Profession 151 Alan's Favorite Methods to Boost Your Brand 154 Brand New Lessons 166 Chapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169 The Trends 170 Brand New Lessons 186 Chapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187 Multiple Brands 188 Abandoning Brands 190 Protecting your Brands: The Principle of Adaptive Uniqueness 193 Keeping Brands Revitalized 197 Final Thoughts 200 Action Checklist 201 Index 205
Subject Areas: Business & management [KJ]
