For Biddle, Lean Branding author Laura Busche comes closest to an actionable definition of a brand:

A brand is the unique story that consumers recall when they think of you.

“This story associates your product with [your customers’] personal stories, a particular personality, what you promise to solve, and your position relative to your competitors,” Busche writes. “All human aspirations are opportunities for brands to build relationships.”

Aligned with Busche’s thinking, a positioning model will help you locate the place your brand should occupy in a consumer’s mind. First, answer these three questions about your company:

• What is it? Be descriptive.
• What are the customer benefits? How does it improve customers’ lives?
• What is its personality? If your product, company or service was human and you met at a cocktail party, how would you describe him/her?

For more information visit:

http://firstround.com/review/the-three-tools-netflix-used-to-build-its-world-class-brand/

The post Lean Branding is One of the Three Tools Netflix Used to Build Its World-Class Brand appeared first on Ozone Group.

“These days, content marketing isn’t the mystery it once was. Most business professionals have a solid understanding of what it is, and why it’s important. Yet, the strategic underpinning is still amiss in many organizations. A reputed branding expert, Busche dives into the nuts and bolts of effective content creation and management, offering examples and exercises to help you develop a sustainable marketing engine.”

For more information visit:

https://business.linkedin.com/marketing-solutions/blog/b2b-content-marketing/2018/20-books-every-marketer-should-read-in-2018

The post Powering Content is Included in the Top 20 Books that Every Marketer Should Read in 2018 According to LinkedIn appeared first on Ozone Group.