Lean Branding: Creating Dynamic Brands to Generate Conversion
About this ebook
This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop.
- Learn exactly what a brand is—and what it isn’t
- Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy
- Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals
- Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing
- Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply
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About the author
Laura has been implementing The Lean Startup methodology with more than 150 entrepreneurs and their 50+ internet-based startups. She has learned about what makes and breaks them, what they fear as they create their brand, and how it can be fixed. This experience has allowed her to grasp first-hand what it takes to improve every component of their brand strategy from logo design to demo day pitches. Being a digital marketing mentor for Colombia’s IT Ministry and its Apps.co program, based entirely on The Lean Startup and the Business Model Canvas, has given her a unique insight to approach brand building for internet-based startups.She completed my business degree at the Kogod School of Business in Washington D.C. (Summa Cum Laude in Business Administration.Concentration: International Marketing), and she is currently completing her PhD dissertation in Consumer Psychology. Junior Chamber International (UN program) recognized her as one of the Top Outstanding Young Persons in Colombia in 2012, and the World Economic Forum invited her to belong to their Global Shapers community of young people changing the world in 2013. She has grown passionate about digital marketing from working at Groupon, National Geographic and creating her own agency (www.ozonegroup.co). The Lean Startup inspired her to become a marketing mentor for several cohorts of Colombian entrepreneurs.
