TUM Library

Description based upon print version of record.

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Acknowledgments -- Introduction: Are You Ready to Take Over the World? -- Chapter 1: If You Ask the Wrong Question, the Answer Doesn't Matter -- Who Are You? -- Advice to Founders -- The Odds of Startup Success -- Do You Have An Ugly Baby? -- The Right Product -- The Wrong Customer -- Core Value Exercise -- Chapter 2: The Nike Syndrome -- Advice to Founders -- We're Not Nike -- It Took Nike Nearly Twenty Years to Become Nike -- Value Proposition Exercise -- Chapter 3: The Gold Standard: Word-of-Mouth

Advice to Founders -- Getting Ready for Growth -- Marketing Is Not a One-Size-Fits-All -- Word-of-Mouth Is Not Marketing -- Social Media is Not Child's Play -- The ROI of Marketing -- Empathy Map Exercise -- Chapter 4: A Rose by Any Other Name ... -- Advice to Founders -- Be Memorable -- Logo Is Shorthand for Your Brand -- Brand Loyalty Starts With the Right Name -- Great Names: Great Brands -- Naming Exercise -- Chapter 5: Is Your Homepage Helping Your Brand Cut Through the Noise? -- Advice to Founders -- Your Website Is a Critical Marketing Tool -- Cutting Through the Noise

Your Brand's Front Door -- Messaging Exercise -- Chapter 6: The New Age of Commerce -- Advice to Founders -- Epilogue -- Welcome to the New Age of Commerce -- Think Like a Millennial -- Don't Sell Me -- Help Me Discover -- Social Media Exercise -- Chapter 7: Is Your Story Button On? -- Advice to Founders -- The Art of Storytelling -- Customer Engagement -- Good Stories Build Good Brands -- Elevator Pitch Exercise -- Chapter 8: The Future Is Entrepreneurial -- Student Founder: Ethan Bresnahan, Boost Linguistics -- The Lone Genius Myth -- Chapter 9: Conclusion: Show Me the Money -- Lean Marketing

Marketing ROI -- Measuring Marketing ROI -- The Bottom Line on Lean Marketing -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z

"A powerful and urgent introduction to lean marketing and the magic of getting it right." -- Seth Godin, author, This is Marketing You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We're learning to fly the plane while we're building it." If so, think of a startup--with all its moving parts, phases, and personalities--as flying a plane, while you're building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you've landed in the right airport. Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands' DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture. Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.

OCLC-licensed vendor bibliographic record.