[PDF] Lean Brands eBook

Author : Luis Pedroza
Publisher : Red Wheel/Weiser
Page : 306 pages
File Size : 43,99 MB
Release : 2020-04-01
Category : Business & Economics
ISBN : 1632657678

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“Everything you need to know to take your brand global. And going global is not an option today. That's where your future market is going to be.” —Al Ries, author of Positioning and The 22 Immutable Laws of Branding “Filled with vivid, relevant case studies, Luis shows that brand success in tough global markets comes from having deep market knowledge, being lean and agile, creating real, meaningful differentiation, and executing creatively using tools that work. I was impressed by the ideas and guidance from this book and you will be as well.” —David Aaker, vice chair of Prophet and author of Strategic Market Management “Luis shows what it takes to win in an increasingly multipolar world. Spiced with great examples, he brings to life the simple wisdom of what it takes to be locally relevant and globally efficient in building brands.“ —Paul Polman, CEO of Unilever “A must-read for every manager of global brands.” —Gerard J. Tellis, Neely Chair, American Enterprise, and Director of the Center for Global Innovation, USC Marshall School of Business There’s no denying it. Business has become global, yet few people we meet in our everyday lives have any actual international experience to share. Markets are increasingly messy and rapidly evolving. Leaders know that they need to adapt, but they are usually too busy—and they’re unsure about what exactly to change. Lean Brands provides a lean, agile approach to building global brands, helping you 1) quickly analyze your environment; 2) create a differentiated and meaningful brand positioning; and 3) bring your brand strategy to life on the ground, where it counts. You'll learn how to “recon” and take advantage of weaknesses of your competition, as well as hone in on what will work in new markets to make sure you are memorable.

Author : Laura Busche
Publisher : O'Reilly Media
Page : 292 pages
File Size : 28,58 MB
Release : 2019-03-01
Category : Business & Economics
ISBN : 1492054178

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Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’t Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

Author : Orly Zeewy
Publisher : CRC Press
Page : 99 pages
File Size : 49,15 MB
Release : 2021-05-09
Category : Business & Economics
ISBN : 1000351939

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"A powerful and urgent introduction to lean marketing and the magic of getting it right." -- Seth Godin, author, This is Marketing You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We’re learning to fly the plane while we’re building it." If so, think of a startup—with all its moving parts, phases, and personalities—as flying a plane, while you’re building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you’ve landed in the right airport. Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands’ DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture. Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.

Author : Jeremiah Gardner
Publisher : Market by Numbers
Page : 338 pages
File Size : 18,2 MB
Release : 2014-10-08
Category : Business & Economics
ISBN : 9780996100724

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The world's most powerful brands are no longer being developed on Madison Avenue. They are methodically crafted by startups using a revolutionary new framework. process.Businesses are now able to validate their branding in the market, steering clear from meaningless questions like "If you were a dog, what kind of dog would you be?" and turning subjective opinion into fact. This is not new jargon for old thinking, but a fundamental shift in how brand development works.Unfortunately, many large companies haven't learned the new way. The cost? Millions of dollars in lost sales, and countless unsatisfied customers.The Lean Brand offers you the blueprint for creating passionate customers who love and support your business. Distilling over 16 years of experience in branding and the lean startup movement, Jeremiah Gardner teams up with New York Times bestselling author Brant Cooper to reveal:- The new definition of brand- How you can emulate successful lean brands like Buffer and SoulPancake to build a loyal customer base- How customers and brands really interact through The Lean Brand Framework- How to use Viability Experiments to test and iterate your brand, and find Product-Market-Brand fit- A set of tools including the Persona Grid, the MVB Canvas, the Experiment Map and the Value Stream Matrix that will help you develop your brand properlyGreat brands must do more than just satisfy customers; they must create passionate ones. The Lean Brand shows you how to develop meaningful relationships with your audience, based on a shared journey of value creation.

Author : Jeremiah Gardner
Publisher : Market By Numbers, LLC
Page : 339 pages
File Size : 35,74 MB
Release : 2014-10-08
Category : Business & Economics
ISBN : 0996100709

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Goodbye, old-school branding. Hello, innovation. As much as traditional branding may flinch at the idea, the great brands emerging today are no longer being developed by a “brand genius” on the 40th floor of a Madison Avenue high rise. Today, great brand development isn’t about genius, it’s about the discovery of value. The Lean Brand is the first book to apply lean principles to the marketing black box of branding empowering innovators to experiment often, iterate quickly, and discover the winning relationship with their audience. Just as with “lean startup,” where you are attempting to eliminate the waste in building products no one wants, “lean branding” is about eliminating the waste of building a brand no one wants a relationship with. The cost of failing to innovate with your brand? Millions of dollars in lost sales, missed opportunities for growth, and countless unsatisfied customers. This is not new jargon for old thinking, but a fundamental shift in how brand development works. The Lean Brand is the new blueprint for building value-based relationships with passionate customers. Distilling years of experience on the front lines of startup marketing and the lean startup movement, Jeremiah Gardner teams up with New York Times bestselling author Brant Cooper to reveal: How to implement Lean Brand Innovation To Discover, Create & Deliver New ValueNew startup marketing techniques for Parallel Innovation between product management, brand strategy, and business cultureHow to optimize your branding strategy to discover, develop and build passionate customersHow startups can eliminate waste in their customer development and brand strategy using The Lean Brand FrameworkHow to use lean startup Viability Experiments to test and iterate your brand for high growthA set of practical tools called the Lean Brand Stack to help you iterate quickly, learn as much as you can, and build passionate relationships with your audienceGreat brands must do more than just satisfy customers; they must create passionate ones. The Lean Brand shows you how to develop meaningful relationships with your audience, based on a shared journey of value creation. Whether incrementally improving an existing brand, re-branding your enterprise, or building the next great startup, the winning relationship with your audience will come from a process of discovery. This book lays out a brand innovation framework for you to study, practice and iterate on, and eventually make your own.

Author : Torbjorn H. Netland
Publisher : Taylor & Francis
Page : 501 pages
File Size : 42,92 MB
Release : 2016-12-08
Category : Business & Economics
ISBN : 1317416511

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Interest in the phenomenon known as "lean" has grown significantly in recent years. This is the first volume to provide an academically rigorous overview of the field of lean management, introducing the reader to the application of lean in diverse application areas, from the production floor to sales and marketing, from the automobile industry to academic institutions. The volume collects contributions from well-known lean experts and up-and-coming scholars from around the world. The chapters provide a detailed description of lean management across the manufacturing enterprise (supply chain, accounting, production, sales, IT etc.), and offer important perspectives for applying lean across different industries (construction, healthcare, logistics). The contributors address challenges and opportunities for future development in each of the lean application areas, concluding most chapters with a short case study to illustrate current best practice. The book is divided into three parts: The Lean Enterprise Lean across Industries A Lean World. This handbook is an excellent resource for business and management students as well as any academics, scholars, practitioners, and consultants interested in the "lean world."

Author : James P. Womack
Publisher : Simon and Schuster
Page : 368 pages
File Size : 27,53 MB
Release : 2015-08-18
Category : Business & Economics
ISBN : 0743277791

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As consumers, we have a greater selection of higher quality goods & services to choose from, yet our experience of obtaining & using these items is more frustrating than ever. At the same time, companies find themselves with declining customer loyalty & greater challenges in fulfilling orders. This text offers solutions to these problems.

Author : James P. Womack
Publisher : Simon and Schuster
Page : 365 pages
File Size : 27,15 MB
Release : 2013-09-26
Category : Business & Economics
ISBN : 1471111008

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Lean Thinking was launched in the fall of 1996, just in time for the recession of 1997. It told the story of how American, European, and Japanese firms applied a simple set of principles called 'lean thinking' to survive the recession of 1991 and grow steadily in sales and profits through 1996. Even though the recession of 1997 never happened, companies were starving for information on how to make themselves leaner and more efficient. Now we are dealing with the recession of 2001 and the financial meltdown of 2002. So what happened to the exemplar firms profiled in Lean Thinking? In the new fully revised edition of this bestselling book those pioneering lean thinkers are brought up to date. Authors James Womack and Daniel Jones offer new guidelines for lean thinking firms and bring their groundbreaking practices to a brand new generation of companies that are looking to stay one step ahead of the competition.

Author : Elissa Shevinksy
Publisher : OR Books
Page : 198 pages
File Size : 38,29 MB
Release : 2015-09-03
Category : Social Science
ISBN : 1939293871

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“Disconcertingly thought-provoking.” —TechCrunch "Nineteen disruptive, disturbing and divergent voices ... an honest portrait of a network of gender-oppressed people leaning every which way." —Feministing "Everyone who hires or manages anyone in tech ought to read the remarkable book Lean Out. If tech companies are unwelcoming places, to hell with them. Start your own company and run it better." —The Los Angeles Times Why aren’t the great, qualified women already in tech being hired or promoted? Should people who don’t fit in seek to join an institution that is actively hostile to them? Does the tech industry deserve women leaders? The split between the stated ideals of the corporate elite and the reality of working life for women in the tech industry—whether in large public tech companies or VC-backed start-ups, in anonymous gaming forums, or in Silicon Valley or Alley—seems designed to crush women’s spirits. Corporate manifestos by women who already fit in (or who are able to convincingly fake it) aren’t helping. There is a high cost for the generation of young women and transgender people currently navigating the harsh realities of the tech industry, who gave themselves to their careers only to be ignored, harassed and disrespected. Not everyone can be a CEO; not everyone is able to embrace a workplace culture that diminishes the contributions of women and ignores real complaints. The very culture of high tech, where foosball tables and endless supplies of beer are de facto perks, but maternity leave and breast-feeding stations are controversial, is designed to appeal to young men. Lean Out collects 25 stories from the modern tech industry, from people who fought GamerGate and from women and transgender artists who have made their own games, from women who have started their own companies and who have worked for some of the most successful corporations in America, from LGBTQ women, from women of color, from transgender people and people who do not ascribe to a gender. All are fed up with the glacial pace of cultural change in America’s tech industry. Included are essays by anna anthropy, Leigh Alexander, Sunny Allen, Lauren Bacon, Katherine Cross, Dom DeGuzman, FAKEGRIMLOCK, Krys Freeman, Gesche Haas, Ash Huang, Erica Joy, Jenni Lee, Katy Levinson, Melanie Moore, Leanne Pittsford, Brook Shelley, Elissa Shevinsky, Erica Swallow, and Squinky. Edited and selected by entrepreneur and tech veteran Elissa Shevinsky, Lean Out sees a possible way forward that uses tech and creative disengagement to jettison 20th century corporate culture: “I’ve figured out a way to create safe space for myself in tech,” writes Shevinsky. “I’ve left Silicon Valley, and now work remotely from home. I adore everyone on my team, because I hired them myself.”

Author : Brant Cooper
Publisher : John Wiley & Sons
Page : 229 pages
File Size : 18,70 MB
Release : 2016-03-21
Category : Business & Economics
ISBN : 1119095034

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Leverage the framework of visionaries to innovate, disrupt, and ultimately succeed as an entrepreneur The Lean Entrepreneur, Second Edition banishes the "Myth of the Visionary" and shows you how you can implement proven, actionable techniques to create products and disrupt existing markets on your way to entrepreneurial success. The follow-up to the New York Times bestseller, this great guide combines the concepts of customer insight, rapid experimentation, and actionable data from the Lean Startup methodology to allow individuals, teams, or even entire companies to solve problems, create value, and ramp up their vision quickly and efficiently. The belief that innovative outliers like Steve Jobs and Bill Gates have some super-human ability to envision the future and build innovative products to meet needs that have yet to arise is a fallacy that too many fall prey to. This 'Myth of the Visionary' does nothing but get in the way of talented managers, investors, innovators, and entrepreneurs. Taking a proven, measured approach, The Lean Entrepreneur will have you engaging customers, reducing time to market and budgets, and stressing your organization's focus on the power of loyal customers to build powerhouse new products and companies. This guide will show you how to: Apply actionable tips and tricks from successful lean entrepreneurs with proven track records Leverage the Innovation Spectrum to disrupt markets and create altogether new markets Use minimum viable products to drive strategy and conduct efficient market testing Quickly develop cross-functional innovation teams to overcome typical startup roadblocks The Lean Entrepreneur is your complete guide to getting your startup moving in the right direction quickly and hyper-efficiently.