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Brandscaping: Unleashing the Power of Partnerships (English Edition) [Kindle Edition]

Andrew M. Davis

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What if you stopped renting time or space (“advertising”) and started investing in valuable content—content that you’ll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if…you became a brandscaper?

Brandscaping is a big, infectious idea—a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. In this groundbreaking book, media and marketing visionary Andrew Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping to achieve unparalleled success, often using resources already at their disposal.

Successful brandscapers think more like television producers and less like marketers. In the new media world, everyone has an audience. No one needs the traditional media monarchies to access their audience anymore. Davis encourages you to reconsider your spend on advertising, forget about trying to obtain PR one-hit wonders, and start seeking out valuable replacements for inauthentic celebrity “endorsements.” Reinvest that money, he says, on creating valuable content and watch your marketing expenses turn into powerful content assets.

Brandscaping trains you to unearth authentic, talented “spokespeople” in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers. Davis demonstrates how electronics manufacturers, retailers, home builders, associations, non-profits, individuals, and many others have benefited from the ability to tap into the power of niche markets.

Davis also shows you how to identify and appeal to the passion points that inspire digital influencers, prosumers, and consumers to take action. Your marketing will be more effective and you’ll fill your pipeline with higher-quality leads. Brandscaping will transform the way you market.

Brandscaping is symbiotic marketing that can fund start-ups, aid non-profits, even change entire industries. Once you begin thinking like a brandscaper, you’ll be able to easily see the benefits of connecting computer consulting to game shows; insurance sales to motorcycle parts; ‘Foreman Grills to dorm-room cuisine; transportation professionals to hit television shows; backyard poultry to suburban hardware stores; watercraft sales to music videos; and so much more. In Brandscaping, you’ll uncover opportunity at every turn. Davis’ entertaining and artfully-crafted stories each deliver on a clear lesson and an optimistic business challenge to ask yourself, ‘what if?’

Brandscaping is both an intellectual exercise and a practical guide. It’s a refreshing, insightful take on how marketing and media will work together in the future. It is specifically crafted to be embraced by C-suite executives and implemented by savvy marketing professionals.

Get ready to brandscape!

Über den Autor und weitere Mitwirkende

Andrew M. Davis is a bleeding-edge marketing and media futurist. His 20-year career has taken him from local television to The Today Show. He's wrangled for The Muppets and wrote for Charles Kuralt. Drew's marketed for tiny startups and Fortune 500 brands. As a founder and former Chief Strategy Officer at Tippingpoint Labs, Drew rallied his team to change the way content creators think and how companies market their products. His novel combinations of old ideas that leverage new technology have been tapped by the Obama administration and Russian media moguls. Brandscaping puts his unconventional thinking to work for you.


  • Format: Kindle Edition
  • Dateigröße: 926 KB
  • Seitenzahl der Print-Ausgabe: 270 Seiten
  • Gleichzeitige Verwendung von Geräten: Keine Einschränkung
  • Verlag: Content Marketing Institute; Auflage: 1 (22. August 2012)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B0094KJNF0
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Aktiviert
  • Amazon Bestseller-Rang: #257.192 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?

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Die hilfreichsten Kundenrezensionen auf (beta) 4.9 von 5 Sternen  36 Rezensionen
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5.0 von 5 Sternen Brandscaping will open your eyes to new marketing partnership possibilities. 14. November 2012
Von Josh Miles, Author of Bold Brand - Veröffentlicht auf
Brandscaping will kick-start your ability to brainstorm entirely new ways of looking at marketing, by unleashing the power of partnerships. Chocked-full of real-world examples, Brandscaping will show you how Tony Bennett, Converse, Finding Nemo, PBS, and Ford have all leveraged this unexpected formula to create content that increases demand for their products and services.

You'll learn how to:
- View content as an asset, not an expense
- Zero in on your core values
- Create an appointment with your audience
- Determine which marketing activities to stop pursuing
- How to create content that drives relationships

Not a content producer yourself? No worries. Andrew will also walk you through the best ways to find an underwrite great content. So pick up Brandscaping: Unleashing the Power of Partnerships and get ready to look at marketing in a whole new light.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Content Marketing Extraordinaire 29. November 2012
Von Michael Assad - Veröffentlicht auf
Format:Kindle Edition|Verifizierter Kauf
With our success with Unbound Media, I am sold on the value of content marketing. It's efficient, it provides value to your industry and it's fun. Brandscaping really helps to crystalize the content marketing concept, but then takes it to another level. Andrew Davis gets this stuff better than anyone else out there, and if you are a magazine publisher or marketer, Brandscaping should definitely be at the top of your reading list.

A Rising Tide Lifts All Ships

Creating content and tweeting it is great. But if you create content in partnership with other brands in your industry, your message is amplified and has a wider distribution. Your brand has an audience. Your partner brands have audiences. And when you create content with partners, you open up their audience to your content and vice versa. An industry working together and pooling resources has a much better chance of creating content that is engaging and benefits everyone. Rather than spending $5,000 on a video, find five partners and spend $25,000 on a short video series. You each spend the same amount, but attract five times the audience with content that is five times better.

Who owns your audience, and how can you partner with them to get a piece of the action? This is the heart of "brandscaping"

Content Sells Stuff

The promise of content marketing is that content sells stuff. It's ongoing, rather than a one-off. It builds relationships rather than interrupting.

But not just any content. Davis says "... you need to create content that your audience wants and needs. Oftentimes, that content will have little to do with the actual products you sell and more to do with the audience you're looking to attract."

But you don't need to start from scratch. Davis asks, "What content does our audience already have a relationship with and how can our brand embrace it?"

Imagine this - in 2010, Geico could have hired Pixar "to write, produce and animate eight Academy Award-quality feature films like Finding Nemo" for the same budget. Sure, that little gecko in their commercials is cute, but how many more times would you think of him if he was on a regular TV series?

Cut Out the Middle Man

Access to media has never been greater. Do you need to pay a PR agency for a one-hit-wonder press release? Consider Blendtec. The founder had a bright idea to toss his iPhone in a blender and record the results for YouTube. By destroying his beloved smartphone, he was able to save thousands of PR dollars while building a loyal audience of YouTube subscribers.

If you're a big enough brand, people are already authentically engaging with you somewhere online. Find out who they are and embrace them! Like Sarah Leibach who shamelessly plugs the George Forman Grill on her Small Kitchen College blog.

Davis recommends that you "start thinking of yourself as a brand talent scout and embrace those who've already embraced you."

Format and Schedule your Content

The benefit of producing or underwriting original content for your audience is that you start to build a direct relationship with them. In order to maximize that relationship, you have to format your content and deliver it on a schedule. We live in an age of information overload and programming your content can help get you noticed.

"You have to get [your audience] to start consuming your content on a regularly scheduled basis", says Davis, "The format (not the content itself) is what an audience builds a relationship with - it's what they get comfortable with."

And remember - the better your relationship with your audience, the more "currency" you have to trade in a brandscaping relationship with others.

Be Where Your Audience is

Your website is not the center of the universe. You have to think about the channels that are already on the web, find out where your specific audience is, and make sure you have a presence there - focus on building your subscribers, followers, friends and what-have-you. You still need a website, but you will probably have better results if you focus on the channels and audiences that already exist.

Our top traffic source alternates between LinkedIn and Twitter. We also get a ton of traffic from Pinterest to our Inspiration section.

If you are a mainstay on the channels that matter most for your audience, you start to own that audience. And Drew notes that, "If you don't own the audience you want, someone else does - and it's not necessarily a media company."

You Already Have the Talent

People build more meaningful relationships with other people - not with the brands they represent. How can you leverage the people in your company to create meaningful relationships with your customers and prospects? They already have the tools - you just have to give them the authority.

"Social success isn't manufactured - it's earned by building trust between people, not brands", says Davis.

Brand Your Content and Build Relationships

Andrew's TV and entertainment background gives him a unique perspective on marketing. He brings classic TV fundamentals to content marketing so that audiences are more comfortable with it. If you do something audiences can relate to, you can build a deeper relationship faster.

"Content that's designed to be a brand on its own is far more successful and sustainable than branded content", says Davis, "blatantly branded content, emblazoned with your product, isn't as sharable, consumable, or interesting as content that happens to be brought to the audience by your brand."

How do you figure out what content is high quality and relevant? Look at what has worked in the past. We all have analytics - which articles get the most page views, unique visitors and shares? Maybe that's a good place to start. Was it a specific format that people liked, or what is the subject matter? Play around and try a few things. See what sticks. If you discover that you have a format that works, it's gold. Simply plug new content into that format and watch your audience grow.

Connect with people's passions. "Stop putting your product first and start putting the passions and motivations of your audience first. You'll connect with your market and reap the rewards...," says Davis.

Your Content is Valuable

In order for content to be valuable, it has to be frequent, relevant and high quality. Quality in the sense that it delivers value - not necessarily production quality. Does it apply to your specific niche? It's hard to be high quality for a wide audience. The more niche you get, the easier it is to be relevant for the audience.

If you spend some time exploring websites, forums and niche publications, you will be able to identify the core of your niche that is specific enough to have significant "content holes" and the right size to be able to provide relevant content on a regular basis. If you fill these content holes with high quality, relevant content, you'll be well on your way to building solid relationships.

"Content is a form of intellectual capital; unlike an advertising buy, it's something you own", says Davis, "Stop thinking of your content as a campaign or a marketing expense, and start investing in it as intellectual property. Think of it as something you can own. Treat it like an asset, not an expense."

What's your hook?

Putting your TV executive hat back on, why would someone want to consume your content? You need a hook - something unique; something people talk about and share.

"A hook is, quite simply, a unique content concept that's designed to ensnare and trap your unsuspecting audience into consuming and sharing your content", says Davis.

Our Insider Interviews jump to mind. There is some great content here that our audience will consistently watch for almost 10 minutes, but we don't get a lot of shares and haven't built up a loyal audience. What can we do to hook 'em?

Without a hook, you're just contributing to content overload.

The Influence Pyramid

Influencers are the 1% of your potential customers who create compelling content. They are passionately followed by 6-9% of your potential customers, dubbed "Prosumers", who in turn project their thoughts and actions onto the 90% of your target consumers.

"... 90 percent of your audience can be influenced by seven to 10 percent of the consumers you're targeting", says Davis, "... understanding what and who influences your chosen audience will give you more practical insight into how the community works...Joining audiences by working with the digital influencers to create content that authentically engages prosumers is perfect brandscaping".

How do you find influencers? It's not that easy - especially if you have a very niche audience. But they're out there. Look at the conferences your audience goes to - who are the speakers? Do a search on YouTube for a phrase that resonates with your customers - who has the most subscribers?

The Content Bubble

Content marketing is one of the biggest buzz words of the year. As more companies embrace it, the content for many of them will fall under the `information overload' category. Andrew believes that this is leading to a `content bubble' which is set to pop in the coming years.

To ensure that you're contributing value rather than filler, Andrew contends that brands should look to existing content providers to partner with, rather than create your own content. I don't totally agree with this. I think if you are the right type of company with the right type of audience, you can be very successful at creating your own content.

However, I also see his point. Finding existing content creators and "underwriting" their content can be a quicker path to high quality content.

Reposted from [...]
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Book Review of Brandscaping by Andrew Davis 25. April 2013
Von J. Jacobson - Veröffentlicht auf
Format:Kindle Edition
Book Review of Brandscaping by Andrew Davis
Review written by Joel Jacobson with Ruth Jacobson

We read Andrew Davis' Brandscaping with enthusiasm because we had the pleasure of meeting Andrew last summer. We are retired seniors; Joel is in his eighth decade and Ruth is fast approaching this level. Our knowledge of social media,Twitter, Facebook and especially branding is little.

We rode into the 21st century, as far as social media is concerned, on Andrew's book. We learned that a brand is a novel item a person may own and a brand can earn the person money. The next step is Brandscaping gives a road map as to "how" to monetize the brand. In addition now Ruth understands the meaning of "like," TED and subscribe. She reads articles in the NYTimes and Huffington Post with greater comprehension.

Andrew's book crosses generations. We want to give it to our professional filmmaker adult children for thoughts about marketing projects. We want to give it to our seventeen year old grandson who desires to have his own business while he is at college. We want to give it to our professional adult children in the fields of tax and psychology who attend life purpose seminars -- perhaps they will recommend Andrew as a speaker.

Brandscaping is an enlightening, helpful book. We wholeheartedly recommend it.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen An Idea Generating Machine! 28. Juni 2013
Von Traci A. Browne - Veröffentlicht auf
Format:Kindle Edition|Verifizierter Kauf
I've seen Andrew speak so I didn't hesitate to buy this book for even a second. It exceeded my high expectations.

Andrew gives you the theory and the strategy behind his concepts but then also gives you fantastic examples. I was glad I got this as a Kindle book because it's filled with links to the examples so all I had to do was click right through.

Here is a warning though. I read it before bed a couple of nights and couldn't get to sleep. I had so many great ideas swimming through my head generated by each chapter that I wanted to get them on paper and start working through them. I was just too excited.

The stuff Andrew talks about will work for just about anyone. It will work for both B2B and consumer products/services and it will work for big budgets and small ones.

Andrew said think big and start small. You should have to take a pledge to do that when you start this book. It's just so hard to do...but I can see why it's so important. Why think about launching the most complicated Brandscaping ever when you can't even commit to consistently following through on the small stuff.

So Andrew, I'm going to force myself to start small and then grow it into something big.
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen I look forward to reading this book, it looks ... 31. Juli 2014
Von mary rider - Veröffentlicht auf
Format:Kindle Edition
I look forward to reading this book, it looks as though there are many insightful ideas!
I am baffled that there are SO many typos on his website. Renaissance does not have one "s".
Then, there are strangely incomplete sentences: "If you want to buy advertising. Don't read this book. If you want to raise awareness for the products and services you sell." A little quick proofreading goes a long way if you aim to sell...
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