Ramping Your Brand
Title | Ramping Your Brand PDF eBook |
Author | James F. Richardson |
Publisher | Pgs Press |
Total Pages | 238 |
Release | 2019-12-30 |
Genre | Business & Economics |
ISBN | 9781733444637 |
In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. Part 4. Accelerating to Scale There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.
So You Wanna: Start a Food or Beverage Business
Title | So You Wanna: Start a Food or Beverage Business PDF eBook |
Author | Douglas Raggio |
Publisher | BenBella Books |
Total Pages | 182 |
Release | 2022-03-01 |
Genre | Business & Economics |
ISBN | 163774000X |
A pick-your-own-path guide to launching and sustaining a successful food or beverage business The specialty food and beverage business is a thriving industry, and the barriers to entry are low: all you need is a recipe idea and a place to make it. It sounds simple, but launching a food or beverage company is a maze of choices and consequences. Douglas Raggio has been there, both as a food business founder and as a consultant to other successful start-ups, and he’s come to learn that every choice a food founder makes has a fairly predictable outcome. In So You Wanna: Start a Food or Beverage Business, he helps you think through the many decisions you’ll make along the road from idea to success—whether you see yourself building a following at your farmer’s market, partnering with a local restaurant, or launching the next Pepsi. This innovative guide follows four archetypal food start-ups that cover a range of business ideas and founders. Every few pages, you’ll make crucial decisions about the next step to take in growing a hypothetical business. You’ll have a chance to see how each choice is likely to play out before you try out anything in the real world, where the stakes are higher. In this book, you’ll see the maze of choices and outcomes that go into: Coming up with an exciting, profitable new product Funding your start-up Conducting market research Pricing and producing to scale Establishing partnerships, promotions, and branding Deciding when to keep going—and when to fold By understanding the perils and pleasures of this fast-growing industry, you will be able to approach your own business with confidence, make the decisions that feel right to you, and avoid the most common pitfalls along the way.
Storytelling about Your Brand Online & Offline
Title | Storytelling about Your Brand Online & Offline PDF eBook |
Author | Bernadette Martin |
Publisher | Happy About |
Total Pages | 169 |
Release | 2010 |
Genre | Business & Economics |
ISBN | 1600051456 |
Demonstrating how stories have transformed corporate images as well as professionals' careers, this book guides you in developing your own compelling story and then covers the gamut of online and offline opportunities available to reach your target and impactfully market the Brand Called You. --
Hype Yourself
Title | Hype Yourself PDF eBook |
Author | Lucy Werner |
Publisher | Practical Inspiration Publishing |
Total Pages | 185 |
Release | 2020-01-09 |
Genre | Business & Economics |
ISBN | 178860122X |
***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE*** Hype Yourself is an invaluable toolkit for getting you and your business featured in the media: newspapers, magazines, radio and TV. Crammed full of insider advice, from the building blocks of your PR strategy to the execution of creative campaigns, it includes expert tips from journalists and industry specialists and is supported by a stack of online resources. Lucy Werner is founder of The Wern, a PR & branding consultancy and training hub for startups, entrepreneurs and independent brands. She is also a writer, speaker, blogger, teacher and podcaster on all things brand building for small businesses. For more information follow @wernchat or visit www.thewern.com
High-Hanging Fruit
Title | High-Hanging Fruit PDF eBook |
Author | Mark Rampolla |
Publisher | Penguin |
Total Pages | 242 |
Release | 2016-07-19 |
Genre | Business & Economics |
ISBN | 0399562141 |
Grabbing the low-hanging fruit is no longer acceptable. ZICO Coconut Water founder Mark Rampolla argues that when you choose to reach higher, you can build an incredible business, be profitable, and maybe even change the world. In 2004, Mark Rampolla was successful by most standards. There was just one problem: He wasn’t inspired in his job and believed he had something more to contribute to the world. When he asked himself, "What do I have to offer that will improve the world?" Rampolla realized that his big idea was hanging right overhead. From his time living in Central America, he and his family came to love drinking coconut water, just like the locals. But no one was really selling coconut water in the United States. So Rampolla chased a very ambitious goal: introducing coconut water to the American beverage market dominated by a few big players. He wasn’t just starting a business; he was creating a whole new industry. ZICO Coconut Water brought a healthy beverage alternative to American consumers while also helping developing-world growers and suppliers profit from this resource. It was a win-win-win—good for Rampolla, his customers, and the world. So good, in fact, that in 2013 the Coca-Cola Company purchased ZICO and is scaling the brand around the globe. Rampolla wrote High-Hanging Fruit for others who want to succeed because of, not in spite of, their values. This book is for people who believe that it’s their duty to reach higher than just the bottom line to build businesses driven by passion, purpose, and integrity. Above all, it’s a call to arms for a new generation of entrepreneurs who want to disrupt the old model and do good by doing business.
Knock Your Socks Off Selling
Title | Knock Your Socks Off Selling PDF eBook |
Author | Jeffrey H. Gitomer |
Publisher | Amacom Books |
Total Pages | 224 |
Release | 1999 |
Genre | Business & Economics |
ISBN | 9780814470305 |
The successful "Knock Your Socks Off" (KYSO) formula for wowing customers is back, adapted into a surefire strategy for winning sales by the illustrious consulting team of Gitomer and Zemke. The book will help salespeople succeed in today's complex and stiffly competitive sales environment.
Fizz (PB)
Title | Fizz (PB) PDF eBook |
Author | Ted Wright |
Publisher | McGraw Hill Professional |
Total Pages | 241 |
Release | 2014-11-11 |
Genre | Business & Economics |
ISBN | 007183575X |
DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN "Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Learn how to: Develop and test your brand's stories for maximum word of mouth impact Build a reliable communications network to deliver your message Harness the incredible power of Big Data for profit-generating WOMM campaigns Find, engage, and train influencers to promote your brand Measure your campaign’s success with accurate analytics Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon. You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell. Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away. Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them. PRAISE FOR FIZZ: "Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus "A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company "Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery "Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania "The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility