"This is a brand book like no other, and I heartily recommend it. Enjoy"
Dylan Jones, Editor–In–Chief, GQ
Make your business a house–hold name
Don′t let your business fade into the background. It′s time to STAND OUT and get seen! There are so many brands out there in all sectors you need yours to shine above the competition. It′s time to take your brand to the next level. And that′s what Brand Famous helps you do. Whether you want to BUILD, RENOVATE or just REFRESH your brand. Written by Linzi Boyd, a savvy entrepreneurial brand guru whose glamorous communications agency has helped elevate some of the country′s most famous high–street, consumer brands, this book outlines a winning formula for success, from idea to execution, along with hidden branding secrets, practical tips and real life examples. Linzi maps out five stages to work through from discovering the true essence of your brand to nailing that all–important recognition. You can use the same exact tools and processes that Linzi uses with some of the country′s most famous brands.
- Discover what tactics will actually make your business or product a desirable, recognisable brand
- Learn how to maximize ′new school′ brand building approaches for today′s consumer world
- Gain insights on common mistakes to avoid when building your brand
- Read about some of Linzi s recent campaigns from recognised household brand names
- Be guided through the five–step process required to achieve stand out status
"An easy–peasy step–by–step guide to achieving what all businesses need – reputation, desirability, accessibility and, of course, love"
Tiffanie Darke, Editor, Style, The Sunday Times
"Essential reading for anyone wanting to grasp the fundamentals of driving brand exposure and fame"
Simon Jobson, Global Marketing Director, Dr. Martens
THE BAROMETER OF A FAMOUS BRAND 8
THE BIRTH OF A FAMOUS BRAND 12
PART ONE STANDING OUT FROM THE CROWD 37
01 Brand Fame in the Making? 38
02 What s Holding You Back? 44
03 How to Move Forwards 54
PART TWO THE FIVE STEPS TO STAND–OUT BRAND SUCCESS 65
04 Step One #Discover The true essence of your brand 70
05 Step Two #Create Your product vision 96
06 Step Three #Connect Connecting your product to your audience 140
07 Step Four #Communicate Creating conversations 162
08 Touchpoint 1: Traditional Print 172
09 Touchpoint 2: Social Media and Digital Engagement 186
10 Touchpoint 3: Brand Partnerships/Collaborations 202
11 Touchpoint 4: Retail Engagement 218
12 Touchpoint 5: Experiential Events 228
13 Step Five #Evaluate Measuring your success as a stand–out brand 244
WELCOME TO THE WORLD OF STAND–OUT 268
THE SCHOOL OF BRAND FAME 275
ABOUT THE AUTHOR 276
Linzi Boyd left school at 15 and went from working in a clothes shop to opening one of her own by the age of 18. Linzi bought Replay and Diesel in Paris and Milan, bringing them into the UK for the first time, before selling the shop aged 20 to set up a footwear brand with a successful shoe designer. ′Stride′ sold 150,000 pairs in the first season and had 7 distribution channels on a global platform, with shoes in the design museum as design classics next to Evian bottles, and worn by Robbie Williams and the Beastie boys.
Linzi sold the company to Caterpillar when she was age 24 and formed Surgery PR, which developed into Surgery Group, one of the leading PR agencies in London, with 7 different businesses focussed on Building, Revitalising and Refreshing Brands. Surgery Group work with Marc Newson, Superdry, G–Star, Alexa Chung and Superga, Wrangler, Pringle, Top Shop, Rankin, Rita Ora, Aldo, Desigual, Lacoste, Givenchy eyewear, Tinie Tempah and Disturbing London.
Linzi has has appeared on several TV shows and segments, including ′Say No To The Knife′, which she presented, and regular appearances on BBC Breakfast and Channel 4.