Brossura

ISBN 10: 0983330786 ISBN 13: 9780983330783

Casa editrice: Content Marketing Institute, 2012

What if you stopped renting time or space ("advertising") and started investing in valuable content--content that you'll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if...you became a brandscaper?

Brandscaping is a big, infectious idea--a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. In this groundbreaking book, media and marketing visionary Andrew Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping to achieve unparalleled success, often using resources already at their disposal.

Successful brandscapers think more like television producers and less like marketers. In the new media world, everyone has an audience. No one needs the traditional media monarchies to access their audience anymore. Davis encourages you to reconsider your spend on advertising, forget about trying to obtain PR one-hit wonders, and start seeking out valuable replacements for inauthentic celebrity "endorsements." Reinvest that money, he says, on creating valuable content and watch your marketing expenses turn into powerful content assets.

Brandscaping trains you to unearth authentic, talented "spokespeople" in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers. Davis demonstrates how electronics manufacturers, retailers, home builders, associations, non-profits, individuals, and many others have benefited from the ability to tap into the power of niche markets.

Davis also shows you how to identify and appeal to the passion points that inspire digital influencers, prosumers, and consumers to take action. Your marketing will be more effective and you'll fill your pipeline with higher-quality leads. Brandscaping will transform the way you market.

Brandscaping is symbiotic marketing that can fund start-ups, aid non-profits, even change entire industries. Once you begin thinking like a brandscaper, you'll be able to easily see the benefits of connecting computer consulting to game shows; insurance sales to motorcycle parts; 'Foreman Grills to dorm-room cuisine; transportation professionals to hit television shows; backyard poultry to suburban hardware stores; watercraft sales to music videos; and so much more. In Brandscaping, you'll uncover opportunity at every turn. Davis' entertaining and artfully-crafted stories each deliver on a clear lesson and an optimistic business challenge to ask yourself, 'what if?'

Brandscaping is both an intellectual exercise and a practical guide. It's a refreshing, insightful take on how marketing and media will work together in the future. It is specifically crafted to be embraced by C-suite executives and implemented by savvy marketing professionals.

Get ready to brandscape!

From the Inside Flap:

Look, if you want to raise awareness for your brand, buy advertising--lots of it. Buy banner ads, Facebook ads, and sponsored tweets. Buy Google Adwords and television commercials. Buy space in magazines and air time on the radio. But realize this: the space you buy isn't permanent, and the time you buy is fleeting.

On the other hand, if you want to increase demand for your products, create content--lots of it. And not just any content, but great content. Great content shows people how your product or service can impact their lives. It gets people to buy your stuff more often--for the right reasons--and leave more satisfied. But creating great content--the right kind of content--isn't easy. You're going to need partners. You're going to have to brandscape.

So, if you want to buy more advertising, don't read this book. It's a huge waste of time and your hard-earned money. There are too many great books out there about everything from developing effective advertising strategies to creating a successful campaign.

So, if you want to raise awareness, go buy ads. If you want to increase demand, this book is for you and it's worth every penny.

From the Back Cover:

Brandscaping uncovers how unconventional content partnerships lead to unparalleled marketing success. 

You'll learn how to bring together like-minded brands and undiscovered talent to create content that increases demand and drives sales. 

Brandscaping is a big, infectious idea designed to be embraced by c-suite executives and implemented by savvy marketing professionals.