How Brands Become Icons - The Principles of Cultural Branding

This book is titled Live Writing, and you may be wondering what I mean by that. Most of us have read (and written!) the opposite kind of writing-dull, drab language that sounds about as interesting as a city phone book. By "live writing" I mean the kind of writing that has a current running through it-energy, electricity, juice. When we read "live writing", the words seem to lift off the page and burrow deep inside us.

Writers are like other people, except for at least one important difference. Other people have daily thoughts and feelings, notice this sky or that smell, but they don't do much about it.

Not writers. Writers react. And writers need a place to record those reactions. That's what a writer's notebook is for. It gives you a place to write down what makes you angry or sad or amazed, to write down what you noticed and don't want to forget . . . .

Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises. How you work through the book is up to you, the result will be the same: an authentic, compelling, and highly distinctive brand that will attract and engage customers and fans. You will learn how to:

• Establish your brand values and positioning
• Get the all-important name right
• Bring your brand to life
• Turn your customers into your advocates
• Manage your PR and use your marketing budget wisely
• Inspire your staff to live the brand too
• Deal with problems when something goes wrong

Branding isn't about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business.

When she lands a coveted nonpaying, nonspeaking role in a play going on a European tour, Rachel Shukert—with a brand-new degree in acting from NYU and no money—finally scores her big break. And, after a fluke at customs in Vienna, she gets her golden ticket: an unstamped passport, giving her free rein to “find herself” on a grand tour of Europe. Traveling from Vienna to Zurich to Amsterdam, Rachel bounces through complicated relationships, drunken mishaps, miscommunication, and the reality-adjusting culture shock that every twentysomething faces when sent off to negotiate "the real world"—whatever that may be.