Ready, Launch, Brand

The Lean Marketing Guide for Startups
1. Auflage 2021
ISBN: 978-0-367-46718-0
Verlag: Taylor & Francis

Buch, Englisch, 98 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 304 g

"A powerful and urgent introduction to lean marketing and the magic of getting it right."

-- Seth Godin, author, This is Marketing

You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We’re learning to fly the plane while we’re building it." If so, think of a startup—with all its moving parts, phases, and personalities—as flying a plane, while you’re building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you’ve landed in the right airport.

Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands’ DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture.

Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.

Zielgruppe

Professional and Professional Practice & Development

Autoren/Hrsg.

Zeewy, Orly

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Produktionsmanagement, Qualitätskontrolle
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Qualitätsmanagement, Qualitätssicherung (QS), Total Quality Management (TQM)
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmenskultur, Corporate Governance
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

1. If you ask the wrong question, the answer doesn’t matter. 2. The Nike Complex. 3. The Gold Standard: Word-of-Mouth. 4. A Rose by Any Other Name… 5. Is Your Homepage Helping Your Brand Cut Through the Noise? 6. The New Age of Commerce. 7. Is Your Story Button On? 8. The Future is Entrepreneurial. 9. Conclusion. Show me the money.

Über Autor(innen)

Orly launched her consulting practice in 2002 to address the growing lack of brand clarity in the emerging digital age. Her brand makeovers help business leaders close the marketing gaps that get in the way of growing sales so they can scale their business in months instead of years.

Prior to starting her practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed comprehensive marketing programs for national clients such as CIGNA, Kraft Foods and Prince Tennis.

Orly has been a public speaker since 2007 and is a former lead speaker at Science Center. She has lectured at Wharton and taught emerging entrepreneurs at The Charles D. Close School of Entrepreneurship at Drexel University for three years. In 2017, she was featured in the Business Section of The Inquirer with two of her former Drexel students. She is currently a visiting professor in The Roy H. Park School of Communication at Ithaca College. Orly is a former guest blogger for Small Business Trends and Comcast Business Community and now contributes a monthly blog for The Marketing Journal. In 2016, Orly was one of three marketing advisors for the Comcast’s National Innovations 4 Entrepreneur Competition and was featured in their podcast celebrating Woman Entrepreneurship Day.

Orly holds an MBA in Strategic Design from Kanbar College at Jefferson, a pioneer in integrative learning. She is a graduate of the Cincinnati College of Design, Architecture, Art and Planning (DAAP), one of the most prestigious design programs in the U.S.

Orly grew up in Lausanne, Switzerland and is bilingual in French and English. She is currently writing a marketing guide for startups.