UnBranding: 100 Branding Lessons for the Age of Disruption

  • 3h 48m
  • Alison Stratten, Scott Stratten
  • John Wiley & Sons (US)
  • 2018

UnBranding breaks through the noise of disruption.

We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible.

With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly.

This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market.

It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure.

UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app.

We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind.

Some topics will include:

  • Growing and maintaining your brand voice through the noise
  • How to focus on the right tools for your business, for the right reasons
  • Maintaining trust, consistency and connection through customer service and community
  • The most important question to ask yourself before innovation
  • The importance of personal branding in the digital age
  • How to successful navigate feedback and reviews

It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.

In this Book

  • The Usual Unintroduction
  • The Moral of the Brand Story
  • Logos Don't Matter
  • Peanut Butter Branding
  • We Know You Think You're Good, but are You GoodWell Good?
  • Selling Cookies is a Dirty Job
  • Complacency and ADT's Lame Season's Greetings
  • Pizza Saves Lives
  • The Diet That Crossed the Line
  • Leadership in Action
  • Hubris and Using Brands You Hate
  • Creepy Disruption
  • That Time We Newsjacked
  • Guacamole is Extra, but Using Your Image is Free of Charge
  • The Kidz are Alright
  • Online Theft and Why it Should Matter to You—Yes, Even You
  • Confessions of an Old Grumpy Guy
  • Gender Gap
  • The Roof is on Fyre
  • A Cup of Goodwill
  • Whatever Fake Doesn'T Kill You Doesn'T Always Make Your Brand Stronger
  • Ph Branded for Her
  • Man Cold Marketing
  • Stop and Thinx
  • Happy Hot Sauce Accidents
  • A Lesson in Getting That Dream Job
  • The Value of Content-First Media
  • How to Go from One Star to Four
  • Quenching the Brand Thirst
  • Samsung Swansong
  • Doctor Wanted—Must Not Have Facebook
  • Insuencer Marketing
  • Unlove Shack
  • What'S in a Name
  • Loyalty Makeup
  • Skee-Ball is Forever
  • You Can'T Please Everyone
  • This Oatmeal is Just Right
  • The Pooptastrophe
  • Scott Spratten, Kitten Killer
  • The Emperor Has No Juice
  • The Kind of Branding Soulmate You Don'T Want to Be
  • Keeping the News En Vogue
  • Send Loyalty Sky High
  • The Cheesy Roi of Tattoos
  • Loyalty That Will Never Lego
  • Ludicrous Speed Innovation
  • Kickstarter Scrappiness
  • When Crowdfunding Fails
  • Don'T Make it Weird
  • Integral Wealth Lacks Integrity
  • T.G.I.S' Monday
  • When Everything Goes up in Flames
  • Sears and Our Right-Handed Chair
  • Branding Through Service
  • #Goforthelawsuit
  • Wells Fargo and Why Elizabeth Warren is Our Hero
  • The Secret to Going Viral
  • Cookies and Apple
  • Ad Unblock
  • The Definition of Awesome
  • A Degree in Community
  • Pepsi Cause Jacking
  • UnSelling is the Bombdiggity
  • Because the World Needs More Parent Shaming—Get off Your Phone!
  • Freestyle Your Brand
  • When Charity Flows
  • Romantic Atlantic
  • More than a Gimmick
  • Medium-Rare Data
  • Hack Your Hiring
  • Kind, True, Helpful, and Refreshing
  • Ghost Restaurant
  • Sort-Of-Okay Western
  • There is No Urgency in Mediocrity
  • Are You a Seeder or a Leecher?
  • Peyton'S Pizza Palace
  • The Cadillac of Coffee Shops
  • Peloton, Fitness, and Creating Motivation
  • Opening up the Brand Crate
  • Time Will Tell
  • Razer'S Edge
  • No, We Can'T Get You Tickets to Hamilton
  • For the Love of Animals and the Hatred of Animal Hair
  • That Week We Sold Socks
  • Burger Shop Gives Back
  • Fighting Racism Next Door
  • Great Culture Has No Expiration Date
  • Ethics Exchange
  • Too Much of a Good Thing?
  • Work Life Balance, En FrançAis
  • Pet-Not-So-Smart
  • One Flew over the Loyalty Nest
  • Gimme a Break-In
  • Stone-Cold Success
  • Charming Pretend Lines
  • The Stench of Going above and beyond
  • United We Fall
  • Hook-and-Ladder Stratten
  • The “All-Natural” Lawsuit
  • Brand Values are Cool
  • Isn'T Yelp the Sound a Dog Makes When it's in Distress?
  • Conclusion