Entrepreneur's Guide To The Lean Brand: How Brand Innovation Builds Passion, Transforms Organizations and Creates Value - Tapa blanda

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Goodbye, old-school branding. Hello, innovation.

As much as traditional branding may flinch at the idea, the great brands emerging today are no longer being developed by a “brand genius” on the 40th floor of a Madison Avenue high rise. Today, great brand development isn’t about genius, it’s about the discovery of value. The Lean Brand is the first book to apply lean principles to the marketing black box of branding empowering innovators to experiment often, iterate quickly, and discover the winning relationship with their audience. Just as with “lean startup,” where you are attempting to eliminate the waste in building products no one wants, “lean branding” is about eliminating the waste of building a brand no one wants a relationship with. The cost of failing to innovate with your brand? Millions of dollars in lost sales, missed opportunities for growth, and countless unsatisfied customers. This is not new jargon for old thinking, but a fundamental shift in how brand development works. The Lean Brand is the new blueprint for building value-based relationships with passionate customers. Distilling years of experience on the frontlines of startup marketing and the lean startup movement, Jeremiah Gardner teams up with New York Times bestselling author Brant Cooper to reveal:

• How to implement Lean Brand Innovation To Discover, Create & Deliver New Value
• New startup marketing techniques for Parallel Innovation between product management, brand strategy, and business culture
• How to optimize your branding strategy to discover, develop and build passionate customers
• How startups can eliminate waste in their customer development and brand strategy using The Lean Brand Framework
• How to use lean startup Viability Experiments to test and iterate your brand for high growth
• A set of practical tools called the Lean Brand Stack to help you iterate quickly, learn as much as you can, and build passionate relationships with your audience

Great brands must do more than just satisfy customers; they must create passionate ones. The Lean Brand shows you how to develop meaningful relationships with your audience, based on a shared journey of value creation. Whether incrementally improving an existing brand, re-branding your enterprise, or building the next great startup, the winning relationship with your audience will come from a process of discovery. This book lays out a brand innovation framework for you to study, practice and iterate on, and eventually make your own.

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Thousands of startups, entrepreneurs, and enterprise corporations struggle to build passionate relationships with their audience. That’s because the practice of branding has devolved into clever wordplay, spinning, distraction, and pricey deliverables. Companies who buy into the old way miss out on the most crucial element for their success – a relationship based on shared value. Today, great brands must do more than just spin, wow, or satisfy their customers, they must create passionate ones. The Lean Brand teaches you how to build that relationship in a validated, iterative way. A passionate audience has connected to something more than just a product with a specific feature set, or a clever ad campaign. They’ve engaged with who an organization is at its core and participates in the journey toward shared value. As the first book to apply lean principles to brand development to teach you how to develop meaningful relationships with your audience based on a shared journey of value creation. The Lean Brand will teach you: - The new definition of brand - Why relationships form between organizations and people - How to build passion with your customers using The Lean Brand Framework - How to use Viability Experiments to test and iterate your brand quickly to find Product-Market-Brand fit - How to apply these principles effectively using a set of tools called The Lean Brand Stack which includes the Persona Grid, the MVB Canvas, the Experiment Map and the Value Stream Matrix - How successful brands like Buffer and SoulPancake have used lean branding to build a strong customer base