Who has your NEXT customer as their CURRENT customer? What if you stopped renting time or space ("advertising") and started investing in valuable content - content that you'll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if...you became a brandscaper?
Brandscaping is a big, infectious idea - a new marketing methodology that begins with one simple observation: A rising tide lifts all ships. In this groundbreaking book, media and marketing visionary Andrew Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping to achieve unparalleled success, often using resources already at their disposal.
Successful brandscapers think more like television producers and less like marketers. In the new-media world, everyone has an audience. No one needs the traditional media monarchies to access their audience anymore. Davis encourages you to reconsider your spend on advertising, forget about trying to obtain PR one-hit wonders, and start seeking out valuable replacements for inauthentic celebrity "endorsements". Reinvest that money, he says, on creating valuable content and watch your marketing expenses turn into powerful content assets.
Brandscaping trains you to unearth authentic, talented "spokespeople" in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers. Davis demonstrates how electronics manufacturers, retailers, home builders, associations, non-profits, individuals, and many others have benefited from the ability to tap into the power of niche markets.
Davis also shows you how to identify and appeal to the passion points that inspire digital influencers, prosumers, and consumers to take action. Your marketing will be more effective and you'll fill your pipeline with higher-quality leads. Brandscaping will transform the way you market.
Brandscaping is symbiotic marketing that can fund start-ups, aid non-profits, even change entire industries. Once you begin thinking like a brandscaper, you'll be able to easily see the benefits of connecting computer consulting to game shows; insurance sales to motorcycle parts; Foreman Grills to dorm-room cuisine; transportation professionals to hit television shows; backyard poultry to suburban hardware stores; watercraft sales to music videos; and so much more. In Brandscaping, you'll uncover opportunity at every turn. Davis' entertaining and artfully crafted stories each deliver on a clear lesson and an optimistic business challenge to ask yourself, "what if?"
Brandscaping is both an intellectual exercise and a practical guide. It's a refreshing, insightful take on how marketing and media will work together in the future. It is specifically crafted to be embraced by C-suite executives and implemented by savvy marketing professionals. Get ready to brandscape!
©2012 Andrew M Davis (P)2012 Andrew M Davis
I would absolutely recommend this paradigm shift to anyone interested in marketing.
One of the most memorable moments is when he deconstructed how Citrix and Chris Brogan started the workshifting movement. That was awesome.
The inflections in his voice really bring home what he wrote. Sometimes tone is needed to bring home the point, his shines through clearly.
How rising tides lift all ships...
You should do a webinar for Full Sail University.
The countless stories aren't very well strung together. I couldn't feel the backbone of the book. It lacks structure.
The problem with some books in this genre, is that the authors seem to believe "stories are good" and "stories help people remember and relate to new learning material".
However, the full truth is:
*Good* stories are good.
*Good* stories help people remember and relate to new learning material.
Stories have to be good, to be engaging. Simple, yet so many authors in the business and self-help area, tell story after story after story.
Another thing: I can't see how what he's describing is new. Co-branding has many forms. He talks about the difference shortly, in the book, but his explanation of the differences, didn't win me over. It all seems very common-sensical.
Overall, both of the above taken into account: I think the book lacks aha-moments.
All the case stories, but that would leave a pamphlet in the end.
The narration was good. The author is very enthusiastic about the subject. I believe he has something on his heart in this area. His next book might be better.
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