How to Establish a Unique Brand in the Consulting Profession – Powerful Techniques for the Successful Practitioner

<p>Introduction xi</p>
<p>Acknowledgements xiii</p>
<p>Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn′t Enough) 1</p>
<p>Marque My Words: Perception Is Reality 3</p>
<p>Real World Lessons 4</p>
<p>Positioning a Brand so that the Brand Positions You 8</p>
<p>Why Consultants Need to Get Their Hands Dirty in the Branding Business 11</p>
<p>The Payoff of a Strong Brand in Consulting 13</p>
<p>The Ultimate Secret of Branding 14</p>
<p>Brand New Lessons 18</p>
<p>Chapter 2 You Don′t Start at the Beginning: You Have the Makings of a Brand at Hand 21</p>
<p>Identifying the Ingredients of Your Brands 21</p>
<p>Recipe: Finding the Right Raw Materials and Mixtures 22</p>
<p>Magnifying Your Existing Repute 26</p>
<p>Re–Energizing Your Brand for Maximum Impact 32</p>
<p>Five Ways to Ensure Brand Freshness 35</p>
<p>The Critical Case for Strategic Branding 36</p>
<p>Brand New Lessons 39</p>
<p>Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41</p>
<p>The Elements That Create Gravitational Attraction 44</p>
<p>Brand New Lessons 70</p>
<p>Chapter 4 How to Write a Book, Even If You′ve Never Written Your Mother: The Best Branding Technique of Them All 71</p>
<p>Early Preparation Is Better Than the Best Editor 73</p>
<p>Creating and Selling a Brilliant Proposal 77</p>
<p>Writing a Book and Living to Tell About It 81</p>
<p>Marketing Your Book Because the Publisher Really Won′t 84</p>
<p>Some Other Very Important Issues 86</p>
<p>Brand New Lessons 88</p>
<p>Chapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89</p>
<p>Why Professional Speaking Is Brand–Effective (the "Reach" of the Speech) 90</p>
<p>Preparing Your Message: Insider Tips on Outstanding Speaking 91</p>
<p>The Elements of a Powerful Delivery 97</p>
<p>Turbo–Marketing Your Speaking Efforts 100</p>
<p>The Magic of Setting High Fees (the Good Stuff) 104</p>
<p>Exploiting Success 106</p>
<p>Brand New Lessons 108</p>
<p>Chapter 6 The Twelve Myths of 21st Century Branding: I Didn′t Walk in Here and I′m Not Leaving 109</p>
<p>The Myths 110</p>
<p>Brand New Lessons 127</p>
<p>Chapter 7 Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays 129</p>
<p>Understanding the Brand Environment 130</p>
<p>Creating the New Environment 133</p>
<p>Ten Guidelines for Influencing the Environment 136</p>
<p>Twenty–Five Ways to Foster Publicity in Any Environment 139</p>
<p>Brand New Lessons 147</p>
<p>Chapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149</p>
<p>The Ironclad Case for Products in the Consulting Profession 151</p>
<p>Alan′s Favorite Methods to Boost Your Brand 154</p>
<p>Brand New Lessons 166</p>
<p>Chapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169</p>
<p>The Trends 170</p>
<p>Brand New Lessons 186</p>
<p>Chapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187</p>
<p>Multiple Brands 188</p>
<p>Abandoning Brands 190</p>
<p>Protecting your Brands: The Principle of Adaptive Uniqueness 193</p>
<p>Keeping Brands Revitalized 197</p>
<p>Final Thoughts 200</p>
<p>Action Checklist 201</p>
<p>Index 205</p>