Innovative approaches to selling products and services are the heartbeat of any business venture, and branding is the aspect of marketing that focuses on influencing prospects to believe that your products and services are the only ones that provide a solution to their problems. The authors, Ken Banks and Robyn Winters, whose experience spans more than 30 years, combine their expertise of brand strategy development and marketing communication to artfully merge the concept of branding with the brain's four Buying Styles. Together, they culminate in an original branding approach known as BrainBranding. What is BrainBranding? BrainBranding provides a strategy that enhances any company's positioning in the marketplace, ensuring that a brand stands out from its competition. It's an invaluable tool for any type of business that wants to establish a brand that resonates with everyone in its target market - and beyond. By understanding the buying styles and preferences of every prospect, client, and customer, companies and individuals can increase their market share and improve their bottom line. Why? Because among these groups of consumers, there will be representatives of each of the four different buying styles. Learning about these buying styles and addressing them during the branding process can increase prospect interest and expand a potential client base. How Does BrainBranding Work? BrainBranding works for every business - retail, professional services, consulting, corporations, and entrepreneurship. By using a strategy that encompasses the four buying styles when developing your brand, you not only reach new clients who haven't necessarily fit into your target market before, but you can also motivate the clients you already have to be more loyal, and thereby increase your profitability. Who Will Benefit? This book will have particular value to the following groups: oEntrepreneurs oSpeakers/Presenters oConsultants oInternal Employees oAspiring Managers oMarketing Professionals Will This Work for a Personal Brand? When you develop a successful brand for your business, you are simultaneously developing a personal brand for yourself. This will go a long way to help you with your career - either within a company, in your own business, or in planning your future. The principles are the same and the steps are applicable - no matter what the branding challenge. So whether you're an aspiring marketing staff member at a major packaged goods or service organization, or embarking on a second, third, or new career, you'll find that the these tenets can be applied anytime there is a need for differentiating your unique value. It's time to unleash the power of the brain and apply it to your brand. BrainBranding is not just a solution - it's a process to determine what it takes to be even more successful. Apply the principles. Personalize them to your own situation. Watch the results. Using the BrainBranding process, brands have the potential to be more successful and enduring, unlimited by type, market, or scope. It's not just the Brand, and it's not just the Brain. It's BrainBranding.
About the Author: Biographies for Co-Authors Ken Banks and Robyn Winters. Ken Banks, CEO of KAB Marketing, brings over 30 years of retail marketing experience to his consulting and presentations business, where he specializes in helping companies develop successful brand strategies. A retail marketing executive for over 30 years with companies such as PetSmart, Circuit City, Eckerd, and Procter & Gamble, Ken has also served on the advisory boards at both Texas A&M and the University of Florida. He is an adjunct professor in graduate marketing studies at Schiller International University. Ken is the winner of numerous industry awards and the author and contributor of several articles and books. He was honored with the American Advertising Federation's Silver Medal award and was inducted into the Retail Advertising Hall of Fame. Ken was recognized with a Lifetime Achievement Award in 2010 from National Speakers Association-Central Florida. Robyn Winters, President of Stand Up, Stand Out! International, Inc., is a marketing communication professional and buying styles expert. Robyn works with clients such as Home Shopping Network, American Express, and Delta Air Lines to enhance their communication image through their marketing strategies, including seminars, websites, trade articles and blogs. She also coaches both individuals and partners to create more effective patterns of interpersonal communication. Robyn holds an M.A. from Wesleyan University and is a certified practitioner of the Herrmann Brain Dominance Instrument (HBDI) and the Myers-Briggs Type Indicator (MBTI). She has presented at numerous conferences, including the 2007 NSA National Convention. She is an adjunct instruction with the Cornell School of Industrial and Labor Relations in New York City. Robyn was honored to receive the Rosita Perez Service Award in 2009 and 2010 from the National Speakers Association-Central Florida.