BRANDSCAPING:
Unleashing the power of partnerships.
Who has your NEXT customer as their CURRENT customer? The simple answer to this question can transform your business.
Where can I buy Brandscaping?
How does a budding clothing manufacturer partner with a young and talented YouTube director to sell more sweatshirts?
Or, a London taxi-cab dispatcher work with a make-up retailer to build a $100 million brand?
Why are companies like Converse acting like Rennaisance-era art patrons? Or B2B brands like a software company acting as a book publicist to sell more software (and more books)?
Who can you partner with to increase demand for the products and services you sell?
THE STORY BEHIND BRANDSCAPING
What does Tony Bennett have to do with marketing?
Everything.
Learn how a chance meeting in 1998 led to the author's two decade-long fascination with marketing partnerships and why it matters to every marketer in the world.
TURN YOUR MARKETING INTO AN ASSET INSTEAD OF AN EXPENSE.
Hundreds of case studies and practical lessons.
One smart framework for success
Brandscaping uncovers how unconventional content partnerships lead to unparalleled marketing success. You'll learn how to bring together like-minded brands and undiscovered talent to create content that increases demand and drives sales.
Brandscaping is a big, infectious idea designed to be embraced by C-suite executives and implemented by savvy marketing professionals.
Cut Through Info Overload
Just because there’s more information available, doesn’t mean one can consume more!
Micro Daypart
You’ll learn how to make an appointment with your audience. Own two minutes of their time!
Create a Hook
See how successful marketers put a simple twist on a familiar theme to ensnare and entrap their audience.
"Brandscaping isn't just a great book.
It's a $10 MM recipe for success."
- Demy de Zeeuw, Co-Founder, Balr.
LEARN FROM OVER 50 COMPANIES:
SHOULD YOU READ THIS BOOK?
Look, if you want to raise awareness for your brand, buy advertising—lots of it.
Buy banner ads, Facebook ads, and sponsored tweets. Buy Google Adwords and television commercials. Buy space in magazines and air time on the radio. But realize this: the space you buy isn’t permanent, and the time you buy is fleeting.
If you want to buy advertising, don't read this book. If you want to increase demand for the products and services you sell, this book is for you!
AS SEEN IN:
INSIDE BRANDSCAPING
Hundreds of case studies and practical lessons. One smart framework for success.
INTRO
AWARENESS OR DEMAND?
You need more than new marketing tactics to survive. You need a new marketing philosophy.
As a marketer or business owner, you’ve been trained to think about raising awareness for the products and services you sell. You’ve read advertising books and attended online seminars that have told you how to position your products and write effective calls to action. You’ve advertised in magazines and newspapers. You’ve worked hard to make your company visible in the marketplace.
But did you ever stop to think how you could raise demand for your products and services?
TABLE OF CONTENTS
- Foreword by Ann Handley Introduction
- What is Brandscaping?
- Should you read this book?
WHAT YOU'LL LEARN
Taxi Dispatcher to Make-up Mogul
How one woman's YouTube tutorials helped her build a $100MM brand. And what you can learn from her success.
A Mall for your Marketing
How to use simple retail rules to re-think the way you market your products and services.
Watson Wins Jeopardy
How IBM's two-day stint on Jeopardy won millions of dollars in consulting business and what you can learn from their success.
You must read this book!
“Filled with common-sense solutions that sometimes elude us all, Brandscaping enables you to leverage your content as an asset instead of an expense. It arms you with a new way of thinking about a still evolving digital age.”
— Bob Sacks, president, Precision Media Group
A must read for marketing professionals…
“Andrew Davis has done a terrific job deconstructing an increasingly complicated new media landscape. Brandscaping is a must-read for marketing professionals, entrepreneurs, and content producers. The strategies in this book offer anyone innovative opportunities to leverage valuable content that brings your brand (and your partners) to the forefront of the marketplace. Get ready to pave the way for a new total-product experience—one that ensures consumer loyalty with staying power.”
— Cathy Perron, director, Media Ventures Program, Boston University College of Communication
Where can I buy Brandscaping?
PART 01
THE PARADIGM SHIFTS.
MARKETING IS BROKEN.
Social media won't save it. Online ads won't reinvent themselves. Google's acquiring. Public relations is changing. The music industry is reinventing itself. The movie business is struggling. Newspapers are dying.
Your email inbox is full. Your mobile device is always on. Your DVR is recording. Your iPad apps are updating. I don't need to tell you that the media business is in flux. If you’re going to survive in a world where everything's changing, you’re going to have to think differently.
TABLE OF CONTENTS
- Embracing the Idea of Increasing Demand
- Content Sells Stuff
- The Downfall of Advertising
- Ignoring One-Hit Wonders
- Death to the Inauthentic Celebrity
- The Insatiable Demand for Content
- We Live in an Opt-in World
- You’re Not the Center of the Web World
- Everyone Else Has an Audience, Too
WHAT YOU'LL LEARN
Finding Nemo & the 'Nemo Effect'
How the success of Finding Nemo affected the global demand for fish and what you can do to harness the same power!
The Joe Show & Authentic Talent
How one man's weekly B2B YouTube show doesn't need millions of views to drive real, reliable, revenue and how you can mimic his success.
Do you have bad breath?
How one brand used a simple video helping people to test if they have bad breath to build a multi-million dollar business.
Gamechanging!
“Brandscaping crystallizes the very complex issues facing marketers today with an amazing blend of home-run success stories, in the trenches insight, and an optimistic challenge for every business leader to ask: ‘what if?’”
— Steve Rotter, vice president of marketing, Brightcove, and technology entrepreneur
Where can I buy Brandscaping?
PART 02
BRANDING IN THE NEW WORLD.
The term “brand” is a marketing relic.
It's so old, in fact, that it dates back to the thirteenth century when Italians added watermarks to the paper they created to authenticate the validity of a letter's sender. To most marketers, a brand is simply the logo, name, design, or symbol that identifies one company's goods from another's.
Today, however, “brand” also refers to the personality of a product or a company. There are personal brands, professional brands, commodity brands, even concept brands in the marketplace today. One thing's become clear though in a digital world—no brand is an island.
TABLE OF CONTENTS
- No Brand is an Island
- Social Branding is Personal
- Become a Talent Scout
- Explore Your Customer’s Brandscape
- Brand Your Content
- Reworking the Media
- From Twitter to TV
WHAT YOU'LL LEARN
Mashups, Shoes, Cars & Gymkhana
How 13 companies partner together to create content for a single audience and what you can do to demonstrate the power of your people.
73 Bloggers & Their Personal Brands
How one company, and their 73 blogs, use people to power their B2B success!
Building Conveyor Belts with Content
How one B2B magazine brought partners together to create a B2B television show that builds business.
Redefining tired notions...
“Brandscaping is a refreshingly big idea, one that holds the promise of redefining tired notions of paid and earned media, branded content, and editorial content. Andrew Davis shares dozens of great stories of companies that have grown their markets by forming unconventional partnerships to create content their audiences can’t get enough of.”
— Mike O’Toole, president and partner, PJA Advertising
An intellectual adventure and a practical guide…
“Brandscaping is one of the few business books that’s both an intellectual adventure and a practical guide. Andrew Davis’ entertaining case studies and novel ideas bring new life to established marketing traditions with a singular vision that’s often difficult for most of us to see. You hold in your hands a solid marketing blueprint designed specifically to impact and accelerate your sales pipeline in the digital age. Let your brandscaping adventure begin!”
— Nick Patrissi, national director, Marketing & Business
Where can I buy Brandscaping?
PART 03
CONTENT IS CURRENCY
It’s entirely possible that the future of all media is branded.
I can imagine a world where TV commercials don't exist—where magazines are advertising-free. Instead, the content is underwritten by brands that understand the power and value of the content they create, own, share, and trade. (This is the single-greatest threat to today’s media companies, but that's a topic for another book.)
Once you shift your focus away from paying for access to an audience to one that views content as an asset, you will see a dramatic transformation in your business.
TABLE OF CONTENTS
- Your Content is Valuable
- Frequency, Quality, Relevance
- Build a Format
- Hook ‘em
- Make an Appointment with Your Audience
- Grow Rich, Target the Niche
- Create a Movement, Tap a Trend
- Exploit Content Holes
- The Influence Pyramid
- Align Around Common Values
- Don’t Publish, Underwrite
WHAT YOU'LL LEARN
Beer Anyone?
How Dogfish Head beer started with online videos and ended up with a TV show. What it meant for their business and what it can mean for yours!
The A-Team & Jumping The Shark
What lessons from traditional media you can use to see bigger sales and higher quality leads.
The Chicken Whisperer
How a healthcare consultant turned his online radio show about backyard poultry into a booming business.
Fast-Paced Blueprint!
"Are you spending boatloads of money to buy attention through advertising? How's that working for you? Andrew Davis shows you a better way - Brandscaping - the art and science of earning attention in a crowded world by publishing content that gets people interested in talking about you. Brandscaping is no academic theory. It's a fast-paced blueprint chock full of examples!"
- David Meerman Scott, bestselling author of The New Rules of Marketing & PR, now in over 25 languages.
Where can I buy Brandscaping?
PART 04
START SMALL. THINK BIG.
There's a content bubble and
it's going to burst—
—and I’m not the only one who thinks this."I do think we're in the early stages of a content bubble, which is being inflated by the idea that brands should be publishers," said Kyle Monson, content-strategy director at JWT, New York, in a recent Ad Age article.
The fact is, corporations shouldn't try to become media companies. You shouldn't decide that in addition to running a restaurant, manufacturing a product, or selling consulting services that you're going to become a media brand. The media industry is in flux. Even the best media companies in the world can't figure out how to be good, profitable publishers. You need to avoid the temptation to become a media company.
TABLE OF CONTENTS
- Brandscaping Extended
- Appendix 1 Apps
- Appendix 2 Start-ups
- Appendix 3 Music
- Appendix 4 Nonprofits
- 27 Questions to Ask Yourself
- References
- Acknowledgments
- About Andrew M. Davis
WHAT YOU'LL LEARN
Achieve Without Limits
How nonprofits can create deeper partnerships designed to help create content that adds value, drives revenue, and makes the world a better place.
State Farm & Soccket Balls
How State Farm funded a start-up designed to bring electricity to 3rd world soccer fans.
Jetpacks & The Music Business
How partnering with bands leads to better content and music success.
Where can I buy Brandscaping?
About the Author Andrew Davis
Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.
Recognized as one of the industry's "Jaw-Dropping Marketing Speakers," Andrew is a mainstay on global marketing influencer lists. Wherever he goes, Andrew Davis puts his infectious enthusiasm and magnetic speaking style to good use teaching business leaders how to grow their businesses, transform their cities, and leave their legacy.