{"product_id":"how-to-establish-a-unique-brand-in-the-consulting-profession-powerful-techniques-for-the-successful-practitioner-paperback-softback-9780470433942","title":"How to Establish a Unique Brand in the Consulting Profession; Powerful Techniques for the Successful Practitioner (Paperback \/ softback) 9780470433942","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eHow to Establish a Unique Brand in the Consulting Profession\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003ePowerful Techniques for the Successful Practitioner\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAlan Weiss (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470433942, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 5 August 2008\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages, Drawings: 11 B\u0026amp;W, 0 Color\u003cbr\u003e23.5 x 19.1 x 1.2 cm, 0.4 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eDie 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAcknowledgements xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarque My Words: Perception Is Reality 3\u003c\/p\u003e \u003cp\u003eReal World Lessons 4\u003c\/p\u003e \u003cp\u003ePositioning a Brand so that the Brand Positions You 8\u003c\/p\u003e \u003cp\u003eWhy Consultants Need to Get Their Hands Dirty in the Branding Business 11\u003c\/p\u003e \u003cp\u003eThe Payoff of a Strong Brand in Consulting 13\u003c\/p\u003e \u003cp\u003eThe Ultimate Secret of Branding 14\u003c\/p\u003e \u003cp\u003eBrand New Lessons 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying the Ingredients of Your Brands 21\u003c\/p\u003e \u003cp\u003eRecipe: Finding the Right Raw Materials and Mixtures 22\u003c\/p\u003e \u003cp\u003eMagnifying Your Existing Repute 26\u003c\/p\u003e \u003cp\u003eRe-Energizing Your Brand for Maximum Impact 32\u003c\/p\u003e \u003cp\u003eFive Ways to Ensure Brand Freshness 35\u003c\/p\u003e \u003cp\u003eThe Critical Case for Strategic Branding 36\u003c\/p\u003e \u003cp\u003eBrand New Lessons 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Elements That Create Gravitational Attraction 44\u003c\/p\u003e \u003cp\u003eBrand New Lessons 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEarly Preparation Is Better Than the Best Editor 73\u003c\/p\u003e \u003cp\u003eCreating and Selling a Brilliant Proposal 77\u003c\/p\u003e \u003cp\u003eWriting a Book and Living to Tell About It 81\u003c\/p\u003e \u003cp\u003eMarketing Your Book Because the Publisher Really Won't 84\u003c\/p\u003e \u003cp\u003eSome Other Very Important Issues 86\u003c\/p\u003e \u003cp\u003eBrand New Lessons 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Professional Speaking Is Brand-Effective (the \"Reach\" of the Speech) 90\u003c\/p\u003e \u003cp\u003ePreparing Your Message: Insider Tips on Outstanding Speaking 91\u003c\/p\u003e \u003cp\u003eThe Elements of a Powerful Delivery 97\u003c\/p\u003e \u003cp\u003eTurbo-Marketing Your Speaking Efforts 100\u003c\/p\u003e \u003cp\u003eThe Magic of Setting High Fees (the Good Stuff) 104\u003c\/p\u003e \u003cp\u003eExploiting Success 106\u003c\/p\u003e \u003cp\u003eBrand New Lessons 108\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Myths 110\u003c\/p\u003e \u003cp\u003eBrand New Lessons 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Publicizing Your Brand Within Your \"Environment\": Expanding Fifteen Minutes of Fame into a Month of Sundays 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Brand Environment 130\u003c\/p\u003e \u003cp\u003eCreating the New Environment 133\u003c\/p\u003e \u003cp\u003eTen Guidelines for Influencing the Environment 136\u003c\/p\u003e \u003cp\u003eTwenty-Five Ways to Foster Publicity in Any Environment 139\u003c\/p\u003e \u003cp\u003eBrand New Lessons 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Ironclad Case for Products in the Consulting Profession 151\u003c\/p\u003e \u003cp\u003eAlan's Favorite Methods to Boost Your Brand 154\u003c\/p\u003e \u003cp\u003eBrand New Lessons 166\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Trends 170\u003c\/p\u003e \u003cp\u003eBrand New Lessons 186\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMultiple Brands 188\u003c\/p\u003e \u003cp\u003eAbandoning Brands 190\u003c\/p\u003e \u003cp\u003eProtecting your Brands: The Principle of Adaptive Uniqueness 193\u003c\/p\u003e \u003cp\u003eKeeping Brands Revitalized 197\u003c\/p\u003e \u003cp\u003eFinal Thoughts 200\u003c\/p\u003e \u003cp\u003eAction Checklist 201\u003c\/p\u003e \u003cp\u003eIndex 205\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Pfeiffer","offers":[{"title":"Brand New","offer_id":52276258013464,"sku":"9780470433942","price":44.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470433942.jpg?v=1781365841","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/how-to-establish-a-unique-brand-in-the-consulting-profession-powerful-techniques-for-the-successful-practitioner-paperback-softback-9780470433942","provider":"Freshly Printed Books","version":"1.0","type":"link"}