Brands and Bulls**t. Excel at the Former and Avoid the Latter A Branding Primer for Millennial Marketers in a Digital Age
By Bernhard Schroeder (Author)
Brands and Bulls**t is the first book written exclusively for Millennial marketers and entrepreneurs to provide insights and tools on how to purposely create a digital brand. The kind of brand that ultimately creates such a powerful "feeling" in a customer's "mind and gut" that they feel there is no substitute for your product or service. Brands and Bulls**t. Excel at the Former and Avoid the Latter strips away the mystery of branding and gives you a branding primer necessary for every digital marketer or entrepreneur.
This new branding book offers you the insight and tools to learn how to excel at branding. It is filled with over twenty years of expertise working with some of the best brands and branding experts in the world. Add wisdom, knowledge and value to your marketing or startup career. In an enlightening two-hour read you'll learn:
- Understand what branding in a digital world really means
- Learn how to create a powerful brand that creates a customer "feeling"
- How to quickly create a brand plan with the BrandPlanr®
- Create specific brand strategies that really work in the marketplace
- Review ten possible brand strategies and understand their potential
- Understand how positioning and category ladders work and why
- To utilize tools like brand decision trees to simplify complex brand choices
- Create a branding strategy for a client or company that targets a blue ocean
A powerful new marketing book on branding written for today's digital marketers and entrepreneurs. It's about time. Digital marketers have all the online tools ever imagined to create marketing campaigns for their brands. But they lack the branding knowledge to excel as brand experts. Brands and Bulls**t. Excel at the Former and Avoid the Latter was written specifically for digital marketers to give you the branding tools and insights you deserve. Insights learned from working with the best brand experts in the world. Now they are being shared with you.
About the Author: Bernhard Schroeder is the Director of the Lavin Entrepreneurship Center Programs at San Diego State University and he oversees all of the centers undergraduate and graduate experiential programs. He has worked with hundreds of start-ups in San Diego, on and off the campus, is a strategic advisor to several start-ups, is quoted frequently in both local and national media and has spoken at TEDx events.
He also teaches several entrepreneurship courses (Creativity and Innovation, Entrepreneurship Fundamentals, Business Model/Plan Development for Entrepreneurs) within the Fowler College of Business at San Diego State University. His first book on entrepreneurship, Fail Fast or Win Big was released in February 2015. Simply Brilliant, a book on creativity, was released in October of 2016. Brands and Bulls**t, a book on branding in a digital age, was released in October of 2017.
Prior to moving to San Diego, Bernhard was a Senior Partner in the worlds' largest integrated marketing communications agency, CKS Partners, which in 1998 had offices in over 30 countries, more than 10,000 employees and over $1 billion in revenue. He joined CKS in 1991 when the firm had only 17 employees and just $1.8 million in revenue. He opened the first out of state agency office for CKS in 1993 in Portland Oregon and, working with the other four partners, grew the firm to almost $40 million in revenue by 1995 and led CKS to a successful initial public offering that same year. While the agency worked with brands like Apple, Pixar, Visa, Levi's and United Airlines, Bernhard personally worked with Amazon, Yahoo!, Travelocity, American Express, Mazda and quite a few other brands.
Today, he mentors about 15 startup founders that are located in San Diego, San Francisco, California and Austin, Texas.