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Sticky Branding
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Growing a sticky brand makes your company stand out like an orange tree in an evergreen forest. It draws your customers to you; they'll understand what makes your company unique, and they'll choose it first. Growing a sticky brand creates a distinct competitive advantage. The challenge is that mid-market companies don't have endless marketing budgets and resources to advertise and grow brands like the big guys. They don't buy ads in the Super Bowl or rely on massive sales forces. Mid-market companies innovate to stand out. But the few that commit to the journey are rewarded. Growing a sticky brand generates more customer demand, higher profits, and reduces competition. Your customers will come back again and again, because they're fans. And the competition will avoid you, because it's hard to compete against a company with a sticky brand.
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Table of Contents

Preface 7 Introduction 11 The 12.5 Principles of a Sticky Brand 20 Part 1: Position to Win 25 Principle 1: Simple Clarity 27 Principle 2: Tilt the Odds 40 Principle 3: Function That Resonates 52 Part 2: Authentic Differentiation 65 Principle 4: Engage the Eye 67 Principle 5: Total Customer Experience 82 Principle 6: "That's Interesting. Tell Me More." 94 Part 3: Punch Outside Your Weight Class 107 Principle 7: First Call Advantage 109 Principle 8: Be Everywhere 121 Principle 9: Pick Your Priorities 136 Part 4: Over Commit, Over Deliver 149 Principle 10: Branding from the Inside Out 151 Principle 11: Proud to Serve 164 Principle 12: Big Goals and Bold Actions 176 Principle 12.5: Choose Your Brand 190 Featured Brands 196 Acknowledgements 205 Notes 207 Index 210 About the Author 214

About the Author

Jeremy Miller is a Brand Builder, Keynote Speaker, and president of Sticky Branding - a brand building agency. After rebranding his family's business, Jeremy embarked on a decade long study of how small- and mid-sized companies grow incredible brands. He knows what it takes to grow a Sticky Brand and how you can do it too. For more information visit StickyBranding.com.

Reviews

It all begins with Miller's unexpected discovery that everything starts with simple clarity. It's a simple but extraordinary story. * Financial Post * This book is no academic tome written for big business. Jeremy Miller shows entrepreneurs how to succeed because he's done it himself in his own company. -- David Meerman Scott Every business has a brand - the only question is whether it's an intentional one. Sticky Branding will show you how to create a brand that attracts loyal, life-long customers. -- John Jantsch

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