Publisher's Synopsis
As an experienced consultant, you′ll find this unique book an invaluable aid in establishing the leverage needed to bring highly–qualified prospects and new business to your doorstep. Written by Alan Weiss–an internationally recognized expert in consulting and marketing and author of the best–selling book, Million Dollar Consulting–this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively.
In his typical pragmatic, no–nonsense, and highly–entertaining style, Weiss outlines ten critical branding lessons including
∗ Branding is about passion, emotion, and visceral impulse–not about cold, hard facts.
∗ The action that must be generated by the brand association is a purchase.
∗ Identify exactly which buyer you want to appeal to.
∗ A brand must serve as a template for future actions and present conduct.
∗ A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non–buyers.
∗ Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn′t actually discriminate, but merely creates the perception of elitism.
∗ A brand by any other name would not smell (or sound) as sweet.
There are times when a name says it all.
How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.
