Brand Is a Four Letter Word: Positioning and the Real Art of Marketing

McGhie, Austin

ISBN 10: 1599323273 / ISBN 13: 9781599323275

Published by Advantage Media Group, 2012

Missing dust jacket; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1599323273I3N01

Synopsis:

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with “branding” and instead focus on the real work of marketing: positioning. In fact, McGhie believes there’s no marketing problem or opportunity that can’t be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer’s stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.

Drawing on his 30-year career working with some of world’s best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

About the Author:

AUSTIN MCGHIE ran a CPG marketing and sales team and a leading advertising agency before turning thirty-five. Since then, he has successfully gotten older, run two more agencies, and built a nationally recognized marketing-strategy business from the ground up before selling it to a global communications company. Today, he and his business partner, Alpa Pandya, happily run a small but mighty marketing-strategy consulting business. Along the way, Austin has advised clients such as Kellogg’s, Disney, Boeing, Nike, ESPN, NBC, YouTube, Levi Strauss, Westin, Amazon, Facebook, Visa and Unilever.

In addition to participating in a host of writing and speaking engagements, Austin is the "almost bestselling" author of "Brand is a Four Letter Word: Marketing and the Art of Positioning." Visit him at FindDifference.com.

Bibliographic Details

Title: Brand Is a Four Letter Word: Positioning and...
Publisher: Advantage Media Group
Publication Date: 2012
Binding: Hardcover
Condition: Good
Dust Jacket Condition: No Jacket