No B.S. Guide to Brand-Building by Direct Response
The Ultimate No Holds Barred Plan to Creating and Profiting from a Powerful Brand Without Buying It
1st Edition
Published on 17. March 2014
262 pages
978-1-61308-271-3 (ISBN)
Description
Millionaire maker Dan S. Kennedy, joined by successful franchisors Forrest Walden and Jim Cavale, debunk the branding lies and myths shared by small business owners and entrepreneurs and deliver a heavy dose of reality.
YOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETING. NOT PURCHASED OUTRIGHT.
Kennedy and his co-authors don't offer a strategy for creating a company logo, writing a slogan or issuing a press release. You won't learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isn't about buying brand power. It's about getting a highly valuable brand, FREE. Led by Kennedy and contributors, learn the principles behind power-house brands that didn't pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand and customers who believe in, promote and buy your brand.
YOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETING. NOT PURCHASED OUTRIGHT.
Kennedy and his co-authors don't offer a strategy for creating a company logo, writing a slogan or issuing a press release. You won't learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isn't about buying brand power. It's about getting a highly valuable brand, FREE. Led by Kennedy and contributors, learn the principles behind power-house brands that didn't pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand and customers who believe in, promote and buy your brand.
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Dan S. Kennedy | Forrest Walden | Jim Cavale
No B.S. Guide to Brand-Building by Direct Response
The Ultimate No Holds Barred Plan to Creating and Profiting from a Powerful Brand Without Buying It
Book
03/2014
Entrepreneur Press
€15.50
Available immediately
Person
FORREST WALDEN is the Founder & CEO of Iron Tribe Fitness, the fastest growing, limited-membership, group fitness franchise in North America. Recognized by Entrepreneur, The Wall Street Journal and CRM Magazine, his model has captivated the business world with its uncompromising vision, operational excellence, lightning-fast growth and commitment to giving back.
Fitness is in Walden's blood. A former Auburn University cheerleader, he's made fitness a career since 1996. After organically gaining 30 pounds of muscle in college, others starting asking him how to get into shape. Before he knew it, he was in the personal training industry. He learned his craft as a franchisee of Fitness Together operating the top performing studios in the country. He then sold those locations to become a three-state area director. He grew his territory to 55 studios before selling the business.
In 2007, after finding no fitness facility that would allow the type of exercises he wanted to do, he purchased some equipment and converted his 400-ft.2 garage into a gym. A small group of his friends starting working out together. With amazing results and more fun than any other workout routine in their lives, Walden soon ran out of room. He knew the concept could scale and transform even more lives.
Walden founded Iron Tribe Fitness in 2010 with its first location in Homewood, a suburb of Birmingham, AL. It set growth records in the micro gym industry rocketing to 200 clients in six months and reaching its capacity at the 8-month mark. As of this printing, Iron Tribe has grown to six corporate gyms with nearly 60 franchise territories sold from Naples to Denver.
Dan S. Kennedy is the provocative, truth-telling author of the popular No B.S. book series, a serial, successful, multi millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size. He influences over 1-million independent business owners annually through his newsletters, tele-coaching programs, local chapters and Kennedy Study Group meetings in over 100 cities, and has a network of consultants in nearly 150 different business and industry categories and professions. Dan lives in Northfield, OH.
Fitness is in Walden's blood. A former Auburn University cheerleader, he's made fitness a career since 1996. After organically gaining 30 pounds of muscle in college, others starting asking him how to get into shape. Before he knew it, he was in the personal training industry. He learned his craft as a franchisee of Fitness Together operating the top performing studios in the country. He then sold those locations to become a three-state area director. He grew his territory to 55 studios before selling the business.
In 2007, after finding no fitness facility that would allow the type of exercises he wanted to do, he purchased some equipment and converted his 400-ft.2 garage into a gym. A small group of his friends starting working out together. With amazing results and more fun than any other workout routine in their lives, Walden soon ran out of room. He knew the concept could scale and transform even more lives.
Walden founded Iron Tribe Fitness in 2010 with its first location in Homewood, a suburb of Birmingham, AL. It set growth records in the micro gym industry rocketing to 200 clients in six months and reaching its capacity at the 8-month mark. As of this printing, Iron Tribe has grown to six corporate gyms with nearly 60 franchise territories sold from Naples to Denver.
Dan S. Kennedy is the provocative, truth-telling author of the popular No B.S. book series, a serial, successful, multi millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size. He influences over 1-million independent business owners annually through his newsletters, tele-coaching programs, local chapters and Kennedy Study Group meetings in over 100 cities, and has a network of consultants in nearly 150 different business and industry categories and professions. Dan lives in Northfield, OH.
Content
- Intro
- Contents
- Preface
- Chapter 1: The Golden Opportunity and the Harsh Reality of Owning a Brand
- Chapter 2: They Digest Your Marketing Before You Have a Brand
- Chapter 3: How I Discovered Direct Response
- Chapter 4: We Build the Brand--By Selling
- Chapter 5: Criticism Will Come
- Thick Skin Is Required
- Chapter 6: Adventures with Ad Agencies
- Chapter 7: Our Winning Formula: Get Clients with Direct Response, Keep Clients Engaged, Proud, and Evangelistic with Brand
- Chapter 8: Skating on Thin Ice: Advancing Brand, from Back End to Front End
- Chapter 9: A Powerful Brand Needs the Power to Implement
- Chapter 10: Faster Than They Can Copy
- Chapter 11: Brand-Building Powered by Unique Selling Proposition and Dynamic Core Story: GKIC Case Study Examples
- Chapter 12: A Brand without Marketing Is a Tree Falling in a Distant Unpopulated Forest
- Chapter 13: Life as a Direct-Response Marketer Under the Umbrella of a Big Brand
- Chapter 14: How to Meld Mass Media and Direct Media
- Chapter 15: A Demonstration of Brand vs. Brand + Direct Response
- Chapter 16: Your Brand Is Your Story: How to Build Your Brand and Your Business by StorySellingT
- Chapter 17: The Mouse and the Bunny
- Chapter 18: Building a Brand by Building Bonfires
- Chapter 19: The Power of Paranoia and Death by a Thousand Cuts
- Chapter 20: Building a PERSONAL Brand
- Chapter 21: The Brand No One Believed In
- Afterword: Lost in Space
- About the Authors
- Index
- The Direct Mail Solution Excerpt, by Craig Simpson with Dan S. Kennedy
- Preface: How I Started Making Money in Direct Mail--and How You Can, Too!
- Contents
