{"title":"Graham Robertson","description":null,"products":[{"product_id":"beloved-brands-book-graham-robertson-9781983625886","title":"Beloved Brands","description":"Beloved Brands is a book every CMO or would-be CMO should read. Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT  Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49633873920273,"sku":"GOR009182061","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50800850174225,"sku":"CIN1983625884G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":52107706433809,"sku":"CIN1983625884VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1983625884.jpg?v=1751157239"},{"product_id":"shelley-book-graham-robertson-9780305620271","title":"Shelley","description":"This is absolutely a must read. This book answers the many questions that we all have about addiction. What causes so many problems in our societ?. How can we prevent our children and loved ones from experiencing this fate? As one who has worked in the feild of drug addiction for so many years, finally a book has been published that explains the addiction and the person.","brand":"WoB","offers":[{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":49896167211281,"sku":"CIN0305620274VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0305620274.jpg?v=1751006031"},{"product_id":"the-individualist-rare-book-graham-robertson-1737448181mep","title":"The Individualist","description":"\u003cp\u003e1960. No Edition Remarks. 186 pages. No dust jacket. Orange cloth. Pages are rather marked with pronounced tanning and foxing, plus thumbing. Slight gutter cracking. Binding is firm. Text block edges highly foxed. Text block edges are uneven. Boards have some edge wear, with slight bumping and fraying to corners, while spine ends are heavily crushed and peened. Boards rather rubbed and marked overall. Heavy dust and liquid stains too. Boards are slightly bowed. Book has a moderate forward lean. Spine is noticeably sunned.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51242478076177,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ WELL_READ \/ INTERNAL","offer_id":51242479649041,"sku":"1737448181MEP","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1737448181MEP_1.jpg?v=1741085302"},{"product_id":"b2b-brands-the-playbook-for-how-to-build-a-b2b-brand-your-customers-will-love-book-graham-robertson-9798428441864","title":"B2B Brands: The playbook for how to build a B2B brand your customers will love","description":null,"brand":"WoB","offers":[{"title":"- \/ - \/ INTERNAL","offer_id":52573449027857,"sku":null,"price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":52573449060625,"sku":"GOR014553977","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9798428441864.jpg?v=1760811791"},{"product_id":"essentials-of-construction-planning-and-scheduling-book-graham-robertson-9780727765925","title":"Essentials of Construction Planning and Scheduling","description":"Essentials of Construction Planning and Scheduling is a practical handbook on the planning of construction projects, from tender through to completion.","brand":"WoB","offers":[{"title":"US \/ NEW \/ INGRAM","offer_id":53008880369937,"sku":"NIN9780727765925","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":53395882017041,"sku":"GOR014902046","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780727765925.jpg?v=1767969332"}],"url":"https:\/\/www.worldofbooks.com\/de-de\/collections\/autor-buecher-von-graham-robertson.oembed","provider":"World of Books ","version":"1.0","type":"link"}