UnBranding. 100 Branding Lessons for the Age of Disruption

  • ID: 4302714
  • Book
  • 320 Pages
  • John Wiley and Sons Ltd
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Totally UnReal Endorsements from People Who Should Have Read UnBranding

"Emissions? We don′t need no stinking emissions."
—Head of Customer Relations for a global car company

"Hang on guys, I′ve got it. What if a celebrity solved the world′s problems with a soda? There′s no way that could go wrong!"
—Brand Relations Manager for a popular soda brand

"No one will notice how bad the event is, if our Instagram is AMAZING."
—Social Media Manager for a millennial music festival

"Let′s just change our logo, that will solve all our problems."
—Director of Brand Identity for a ride sharing app

"They say airline branding can get no worse—hold my beer."
—VP of Customer Service for a major airline

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The Usual UnIntroduction xi

The Moral of the Brand Story xiv

Lesson 1: Logos Don’t Matter 1

Lesson 2: Peanut Butter Branding 3

Lesson 3: We Know You Think You’re Good, but Are You GoodWell Good? 6

Lesson 4: Selling Cookies Is a Dirty Job 9

Lesson 5: Complacency and ADT’s Lame Season’s Greetings 12

Lesson 6: Pizza Saves Lives 15

Lesson 7: The Diet That Crossed the Line 17

Lesson 8: Leadership in Action 19

Lesson 9: Hubris and Using Brands You Hate 24

Lesson 10: Creepy Disruption 26

Lesson 11: That Time We Newsjacked 29

Lesson 12: Guacamole Is Extra, but Using Your Image Is Free of Charge 32

Lesson 13: The Kidz Are Alright 34

Lesson 14: Online Theft and Why It Should Matter to You—Yes, Even You 36

Lesson 15: Confessions of an Old Grumpy Guy 41

Lesson 16: Gender Gap 44

Lesson 17: The Roof Is on Fyre 47

Lesson 18: A Cup of Goodwill 50

Lesson 19: Whatever Fake Doesn’t Kill You Doesn’t Always Make Your Brand Stronger 52

Lesson 20: pH Branded for Her 56

Lesson 21: Man Cold Marketing 59

Lesson 22: Stop and Thinx 61

Lesson 23: Happy Hot Sauce Accidents 64

Lesson 24: A Lesson in Getting That Dream Job 67

Lesson 25: The Value of Content–First Media 70

Lesson 26: How to Go from One Star to Four 72

Lesson 27: Quenching the Brand Thirst 75

Lesson 28: Samsung Swansong 78

Lesson 29: Doctor Wanted: Must Not Have Facebook 81

Lesson 30: InSuencer Marketing 83

Lesson 31: UnLove Shack 85

Lesson 32: What’s in a Name 89

Lesson 33: Loyalty Makeup 91

Lesson 34: Skee–Ball Is Forever 93

Lesson 35: You Can’t Please Everyone 97

Lesson 36: This Oatmeal Is Just Right 100

Lesson 37: The Pooptastrophe 104

Lesson 38: Scott Spratten, Kitten Killer 108

Lesson 39: The Emperor Has No Juice 110

Lesson 40: The Kind of Branding Soulmate You Don’t Want to Be 112

Lesson 41: Keeping the News en Vogue 116

Lesson 42: Send Loyalty Sky High 119

Lesson 43: The Cheesy ROI of Tattoos 121

Lesson 44: Loyalty That Will Never Lego 123

Lesson 45: Ludicrous Speed Innovation 126

Lesson 46: Kickstarter Scrappiness 129

Lesson 47: When Crowdfunding Fails 132

Lesson 48: Don’t Make It Weird 136

Lesson 49: Integral Wealth Lacks Integrity 138

Lesson 50: T.G.I.S’ Monday 140

Lesson 51: When Everything Goes Up in Flames 142

Lesson 52: Sears and Our Right–Handed Chair 146

Lesson 53: Branding through Service 149

Lesson 54: #GoForTheLawsuit 152

Lesson 55: Wells Fargo and Why Elizabeth Warren Is Our Hero 155

Lesson 56: The Secret to Going Viral 158

Lesson 57: Cookies and Apple 162

Lesson 58: Ad UnBlock 164

Lesson 59: The Definition of Awesome 166

Lesson 60: A Degree in Community 168

Lesson 61: Pepsi Cause Jacking 174

Lesson 62: UnSelling Is the Bombdiggity 177

Lesson 63: Because the World Needs More Parent Shaming—Get Off Your Phone! 180

Lesson 64: Freestyle Your Brand 182

Lesson 65: When Charity Flows 184

Lesson 66: Romantic Atlantic 188

Lesson 67: More than a Gimmick 191

Lesson 68: Medium–Rare Data 194

Lesson 69: Hack Your Hiring 198

Lesson 70: Kind, True, Helpful, and Refreshing 201

Lesson 71: Ghost Restaurant 203

Lesson 72: Sort–of–Okay Western 206

Lesson 73: There Is No Urgency in Mediocrity 209

Lesson 74: Are You a Seeder or a Leecher? 212

Lesson 75: Peyton’s Pizza Palace 214

Lesson 76: The Cadillac of Coffee Shops 216

Lesson 77: Peloton, Fitness, and Creating Motivation 218

Lesson 78: Opening Up the Brand Crate 221

Lesson 79: Time Will Tell 223

Lesson 80: Razer’s Edge 226

Lesson 81: No, We Can’t Get You Tickets to Hamilton 229

Lesson 82: For the Love of Animals and the Hatred of Animal Hair 231

Lesson 83: That Week We Sold Socks 233

Lesson 84: Burger Shop Gives Back 236

Lesson 85: Fighting Racism Next Door 238

Lesson 86: Great Culture Has No Expiration Date 241

Lesson 87: Ethics Exchange 243

Lesson 88: Too Much of a Good Thing? 245

Lesson 89: Work Life Balance, en Français 247

Lesson 90: Pet–Not–So–Smart 249

Lesson 91: One Flew Over the Loyalty Nest 251

Lesson 92: Gimme a Break–In 254

Lesson 93: Stone–Cold Success 256

Lesson 94: Charming Pretend Lines 259

Lesson 95: The Stench of Going Above and Beyond 261

Lesson 96: United We Fall 264

Lesson 97: Hook–and–Ladder Stratten 270

Lesson 98: The “All–Natural” Lawsuit 273

Lesson 99: Brand Values Are Cool 275

Lesson 100: Isn’t Yelp the Sound a Dog Makes When It’s in Distress? 278

Conclusion 281

Index 284

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Scott Stratten
Alison Stratten
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