UnBranding Hardcover - 2017

If you've heard Scott and Alison Stratten speak, read any of their bestselling books, or listened to their UnPodcast, you know they belong to an elite class of innovators worldwide. If this is your first experience with Scott and Alison, welcome to the UnSide of marketing. With their preceding reputations as leaders in the disruptive age, you might assume UnBranding is all about the fresh and innovative. Actually, it's about what businesses can't afford to forget about in the pursuit of progress.

UnBranding: 100 Branding Lessons for the Age of Disruption is an actionable love letter to the cornerstones of good business practices, and the many ways innovation can refresh and enhance those time-tested traits, rather than gloss over them. Business today is done fast, it's far reaching, and we operate, create, connect, and market like never before. Unlimited data on who we hire, how we manage, and the response of our customers continues to transform traditional business relationships and break new ground for products and services. The symptom of all this progress is called "the next big thing," and a majority of businesses suffer from it.

This valuable new resource is your remedy to getting drowned out in the commotion by clearly illustrating the secrets to:

• Holding onto customers through a rapidly changing marketplace
• Creating highly valued comfort, convenience, and chemistry for your customers
• Moving forward only on the innovations your customers are interested in
• And much more

There isn't an app to fix poor customer service, inferior products, and a bad brand reputation. Fortunately, this highly practical guidebook can offer solutions. With the same entertaining style and revealing delivery that has attracted worldwide audiences and the most recognizable global brands, this powerful engagement team presents 100 morsel-sized case studies showing exemplary applications of best practices in the real world by actual companies. Get an insider's look at how major industry influencers stay focused on what matters in the fast-paced race to disruption by tackling such topics as why logos don't matter, newsjacking, gender, work-life balance, culture, and so many others.

Leading your company to the top today demands you do what's right over getting there first, and UnBranding empowers you to make every decision with confidence.