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The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand Paperback – June 14, 2016
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John Paul Rollert, Harvard Extension School
Every executive should read The Brand Mapping Strategy. It will open their eyes to what their full potential is, transform how they portray themselves, open doors to opportunities they aspire to, and ultimately inspire their teams and organizations to perform and achieve for a higher purpose.”
Nina Lualdi, Sr. Director of LATAM Innovation Cisco
From the personal to the corporate, from large organizations to small, The Brand Mapping Strategy is a critical market advantage for the bold and ambitious.”
Alan Weiss, Ph.D., bestselling author of Million Dollar Consulting
With characteristic wit, charm, and relatable anecdotes, Karen Leland’s The Brand Mapping Strategy swiftly whisks the reader through the steps necessary to establish themselves and their business not only as a thought leader, but a true leader. This is an important read for anyone building a business, with something to say, or who desires to be truly heard.”
Binta Niambi Brown, Fortune magazine’s 40 Under 40 and Founder of Big Mouth Records and Fermata Entertainment
In this fast-changing, highly competitive era, it’s more important than ever to know who you are and express it with distinction. Karen Leland’s The Brand Mapping Strategy clearly and powerfully shows today’s CEO how to create a personal brand that has a dramatic impact not only on their reputation, but the reputation of their companies.”
Ken Dychtwald, Ph.D., Bestselling author of Age Wave
Building a personal brand is one of the essential skills for survival now and in the future. In The Brand Mapping Strategy, Karen Leland has provided a roadmap for every entrepreneur and CEO that is looking to master his or her brand, and turn it into a profitable competitive advantage.”
Stewart Emery, International bestselling author of Success Built to Last
Karen Leland’s The Brand Mapping Strategy is a must read for any C-level executive. It is full of practical advice for any leader looking to enhance their executive presence and transform their team.”
Marjorie Hutchings, CIO of State Fund Insurance
The Brand Mapping Strategy has taken the mystery out of branding and provides a roadmap for any small-business owner, entrepreneur, or CEO to dramatically elevate both their personal and company brands.”
Adam Markel, CEO of New Peaks, formerly Peak Potentials
The Brand Mapping Strategy captures the heart of what it means to have an authentic brand and how to powerfully and profoundly get there. I highly recommend it!”
Lynne Twist, Bestselling author of The Soul of Money
The Brand Mapping Strategy is an exceptional book for those who truly want to build effective brands, rather than just talk about it. Candid and practical, Karen Leland’s emphasis on a research-based approach to brand building is a valuable guide for executives at every level.”
Nathan Richter, Partner at Wakefield Research
In The Brand Mapping Strategy, Karen Leland provides insider secrets to creating a world-class brand. Leaders will be inspired to transform not only the expression of their own brand, but that of their team and company.”
Olivia Fox Cabane, Author of The Charisma Myth
No matter what business you are in you don’t just read The Brand Mapping Strategy study it and use it as your personal tool to set yourself, your company, and
product apart from the pack.”
Dave Austin, International bestselling author of Be A Beast
Karen Leland’s dynamic and no-nonsense perspective clearly outlines how to effectively put your personal brand into action using visual, intellectual, and emotional capital! The step-by-step insights and guidelines she shares on how to differentiate yourself as a brand and enhance your brand equity are spot on and essential in today’s ultra-competitive world of branding. A must read for anyone who wants to stand out amongst the clutter by creatively promoting their brand attributes and relevantly communicating their full brand potential!”
Thomas W. Merchant, Former International Marketing & Communications Manager of Peugeot Automobiles, Paris, France
From the Inside Flap
Branding and marketing strategist Karen Tiber Leland shares her hard-earned insights, proven strategies, and best practices for creating a brand by design—instead of by default—to help you gain greater influence within your company or industry and become a thought leader in your field. Whether you are an entrepreneur, business owner or CEO, this book provides specific, actionable techniques for designing, building, and accelerating your brand.
Top customer reviews
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I really like the opening discussion of shifts in branding. For instance, I love the way she says a blog with 10,000 hits that targets your ideal audience is more useful than one with a million less targeted. And being on Oprah (or getting a big PR hit) just isn’t as big a deal anymore.
I also like the way she breaks down the elements of your brand, noting that the brand’s visual elements are important but not enough. When branding or rebranding, you need the core elements, including Unique Brand Proposition, Signature Story, Signature Services and Energy. (However, I don’t think a signature story based on luck, fate or serendipity will be as powerful as one that shows you got there by your own hard-won effort.)
Her discussion of social media is a little hasty; Pinterest is now being used more widely by small B2B companies. However, she emphasizes that you need to choose strategies you like; if you hate to blog, don't do it.
Other gems include reference to the “blow dryer effect,” i.e., blow dryers were once a point of differentiation among hotels and now everybody has one, from Hampton Inns to Four Seasons. Her discussion of personal branding is really good as there’s lots of confusion there.
The only flaw is that there aren’t enough examples and some topics get very short shrift. I’m not sure an ordinary person could go through these steps, especially identifying one’s own energy.
Most business books are pretty lame puff pieces. This one does have substance. I’d recommend it for people who already know the basics and want some tools to work with their own marketing/branding clients, as well as those who have marketing coaches and want to accelerate their learning curve as well as get some perspective on their own success.
Here the author mixes together a range of practical advice, industry best practice and experience to help business owners proactively create their brand, rather than haphazardly accept whatever tends to turn up through the course of regular operations. Clearly the best results may be achieved by starting from the beginning and mapping out a brand strategy, although there is scope for existing brands to be strengthened and slightly modified if necessary by taking elements of the advice. It leads to a clear, easy-to-understand yet powerful range of guidance.
Whilst the book is aimed clearly at senior executives, it still may be instructive for other employees to take at least a look and pick out some of the information on offer. It can enhance their existing knowledge and understanding of a key business element in general and the company’s eventual brand in particular. If you let it, the book will be a lot more than what it promises on its cover!
It is a thoughtful, considered read that deserves at least one sequential consultation, even though you will inevitably be visiting it frequently as you work on your brand. It also encourages additional reading and external research – the world is literally your oyster. The price point for this book, when you consider what you get, is amazing too. A book, in other words, that should be strongly considered.