SPIKE your brand ROI how to maximize reputation and results
Increase ROI through more effective brand marketing According to CMO.com, we are exposed to more than 5,000 brandmessages each day. Marketers call this "creating engagement,""and each comment, share, or re-tweet is supposed to be a win. Butis this deluge of content really working to...
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
San Francisco, California :
Jossey-Bass
2015.
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| Edición: | First edition |
| Colección: | ASAE/Jossey-Bass Series
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629210206719 |
Tabla de Contenidos:
- Cover; Title Page; Copyright; Contents; Foreword ; Preface; Acknowledgments; About the Author; Chapter 1 What's Real Brand Engagement?; Did You Know?; What Exactly Is a SPIKE?; Relevance and Timing; Chapter 2 Why Your Brand Doesn't Stand Out; How Do Marketers Take Advantage of SPIKEs?; Why Is It So Critical to Use SPIKEs?; The Best Way to Use This Book; Chapter 3 Brand Narcissism; From Aesop to Oprah; If You Care, Don't Miss Out; Anticipate When Your Brand Loyalists Need to Hear from You; Chapter 4 SPIKE Assessment; Self-Assessment; SPIKE Action Questions
- Chapter 5 Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE MethodAssembling Your A-Team; The Buy-In Barometer; Checklist for Buy-In; Silo Busters; Ghost SPIKE; Chapter 6 Picking the Perfect Audiences and Crafting Compelling Messages; Not So Different, After All; Don't Forget Traditional Media; What Your Audience Wants; Groundhog-Day Your Messages; Messages and Audience Exercise; Chapter 7 Manufacturing a SPIKE: Provide First-of-Their-Kind Pitches, Stories, and Messages; The News Cycle Has Flipped; What's Trending?; Awards, Celebrities, and Grabbing Some of the Fame
- Competitors, Allies, and Relevance, Oh My!Predicting What People Will Argue About; Presidential Initiatives, Press Conferences, and New Laws; What Brings In the Most Revenue?; Chapter 8 When Is Your Brand Truly Relevant? Turn Your Editorial Calendar into a Relevance Calendar; Be Aware: Don't Do It When Everyone Else Does; Aim Right and Hit Your Mark; Chapter 9 Brand Patience: Why You Need It; Controversy Can Mean Constructive; One Size Does Not Fit All; Apology Trifecta and Video Addresses; To Respond or Not to Respond: Key Questions to Ask Yourself; Chapter 10 SPIKE Spotting
- SPIKE Spotter: Predicting a Positive Brand SPIKEAnniversaries, Office Moves, and Promotions; What Most People Do Wrong with Awareness Months; New Data and Research; Revealing Data in an Exciting Way; SPIKE Spotting; SPIKE Spotting for Nonprofits; Chapter 11 The Upshot of a Positive SPIKE; Take a Public Stance and Become a Go-To Expert; Ignite Brand Loyalists and Draw Attention to Your Campaign; Make It Easy for Others to Help Elevate Your SPIKE; Tip Off the Media to Your SPIKE; We Have the Right to SPIKE; Chapter 12 Finding the Lost Principle of Influence; The Availability Bias
- How Thinking Styles Influence the Blame GamePrinciples of Influence; Principle 1: Authority; Principle 2: Reciprocity; Principle 3: Scarcity; Principle 4: Commitment and Consistency; Principle 5: Social Proof; Principle 6: Liking; The Lost Principle of Influence-Friendship; Chapter 13 Create a Contrarian Brand Platform to Stand Out; Figure Out What Is Polarizing; Create a Brand-Hater Audit; Anticipate Brand Contempt and Get Ahead of Issues; Playing Chicken with Your Positioning Strategy; Dan Snyder: Touchdown or Fan Foul?; Checklist for Creating a Contrarian Brand
- Chapter 14 The Fairness Fallacy and How to Call a Time-Out When Things Go Bad
