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Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity
By Jay Lipe
Part 1-Why Your Company Needs a Well-Crafted Identity
Chapter 1-Why Having a Standout Company Identity Is So Important
Chapter 2-The Ten Commandments for a Winning Company Identity
Chapter 3-Take the Company Identity Quiz: How Do You Stack Up?
Part 2-Strategic Factors: The Art of Thinking Through Your Identity
Chapter 4-How to Craft a Mission Statement: See It, Then Say It
Chapter 5-Creating Laser-like Focus on Your Target Markets
Chapter 6-The Basics on Positioning Your Company So It Stands Out
Part 3-Market Touchpoints: Tools that Create Dialogues
Chapter 7-The Art of Listening: Market Research Tools That Any Company Can Use
Chapter 8-The Keys to Delivering World-Class Service
Chapter 9-What Should We Charge? Using Prices to Distinguish Your Company
Part 4-The Written Word: Crafting an Identity that Reads Well
Chapter 10-Key Messages: The Building Blocks for Smart Communications
Chapter 11-How to Write Copy that Motivates People to Buy
Chapter 12-Testimonials: A Terrific Trust-Building Tool
Part 5- Tried and True Tools: Your Company's Make or Break First Impressions
Chapter 13-Your Company's Name; The Most Crucial First Impression
Chapter 14-Taglines: One of the Cheapest (yet most effective) Marketing Tools There Is
Chapter 15-Logos: Proven Techniques for Developing a Unique Brand Mark
Chapter 16-How to Use Color to Reinforce your Company Identity
Chapter 17-Business Cards, Letterhead, and Envelopes: Tips to Get the Most Out of These Fundamental Tools
Chapter 18-Brochures: A Workhorse for Your Company Identity
Chapter 19-Websites: An Instant, Around-the-Clock, Around-the-World Tool
Chapter 20-The Elevator Speech: Your No-Cost Audio Commercial
Part 6-Following Through: Putting the Lessons to Work
Chapter 21-How to Successfully Implement any Marketing Effort
Chapter 22-Metrics: The Numbers you Must Know to Measure your Effort
Chapter 23-Some Final Words…
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