Brandscaping: Unleashing the Power of Partnerships - Softcover

Davis, Andrew M

Softcover

ISBN 10: 0983330786 ISBN 13: 9780983330783

Publisher: Content Marketing Institute, 2012

Synopsis

What if you stopped renting time or space ("advertising") and started investing in valuable content--content that you'll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if...you became a brandscaper? Brandscaping is a big, infectious idea--a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. In this groundbreaking book, media and marketing visionary Andrew Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping to achieve unparalleled success, often using resources already at their disposal. Successful brandscapers think more like television producers and less like marketers. In the new media world, everyone has an audience. No one needs the traditional media monarchies to access their audience anymore. Davis encourages you to reconsider your spend on advertising, forget about trying to obtain PR one-hit wonders, and start seeking out valuable replacements for inauthentic celebrity "endorsements." Reinvest that money, he says, on creating valuable content and watch your marketing expenses turn into powerful content assets. Brandscaping trains you to unearth authentic, talented "spokespeople" in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers. Davis demonstrates how electronics manufacturers, retailers, home builders, associations, non-profits, individuals, and many others have benefited from the ability to tap into the power of niche markets. Davis also shows you how to identify and appeal to the passion points that inspire digital influencers, prosumers, and consumers to take action. Your marketing will be more effective and you'll fill your pipeline with higher-quality leads. Brandscaping will transform the way you market. Brandscaping is symbiotic marketing that can fund start-ups, aid non-profits, even change entire industries. Once you begin thinking like a brandscaper, you'll be able to easily see the benefits of connecting computer consulting to game shows; insurance sales to motorcycle parts; 'Foreman Grills to dorm-room cuisine; transportation professionals to hit television shows; backyard poultry to suburban hardware stores; watercraft sales to music videos; and so much more. In Brandscaping, you'll uncover opportunity at every turn. Davis' entertaining and artfully-crafted stories each deliver on a clear lesson and an optimistic business challenge to ask yourself, 'what if?' Brandscaping is both an intellectual exercise and a practical guide. It's a refreshing, insightful take on how marketing and media will work together in the future. It is specifically crafted to be embraced by C-suite executives and implemented by savvy marketing professionals. Get ready to brandscape!

About this title

About the Author

Andrew M. Davis is a bleeding-edge marketing and media futurist. His 20-year career has taken him from local television to The Today Show. He's wrangled for The Muppets and wrote for Charles Kuralt. Drew's marketed for tiny startups and Fortune 500 brands. As a founder and former Chief Strategy Officer at Tippingpoint Labs, Drew rallied his team to change the way content creators think and how companies market their products. His novel combinations of old ideas that leverage new technology have been tapped by the Obama administration and Russian media moguls. Brandscaping puts his unconventional thinking to work for you.

Edition details

• Publisher: Content Marketing Institute
• Publication date: 2012
• Language: English
• ISBN 10: 0983330786
• ISBN 13: 9780983330783
• Binding: Paperback
• Number of pages: 270