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Ad-Free Brand, The: Secrets to Building Successful Brands in a Digital World

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Today you can build powerful, enduring brands at amazingly low cost — without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat’s billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!

 

 

Customer Reviews

3 of 3 people found the following review helpful
5.0 out of 5 stars An excellent digital compass, September 9, 2011
This review is from: The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) (Paperback)
Coming from the advertising world I must say I like everything about "The Ad-Free brand" by Chris Grams, except perhaps the title! This entertaining and revealing work acts as a virtual textbook for how to build powerful communities around brands large and small, and is relevant for both new and traditional business sectors. As well as providing practical direction for using a basket of digital tools and social-media, The Ad-Free brand is also revealing in terms of how to ignite the passion of your brand advocates. This book is an essential read for anyone looking for a compass to navigate the continuously evolving digital landscape
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3 of 3 people found the following review helpful
5.0 out of 5 stars Essential guide for life beyond advertising, September 8, 2011
This review is from: The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) (Paperback)
I recently saw a comment on FaceBook that "Advertising is the unfortunate consequence of not having enough friends." If we're heading toward a world where paid advertising will be a "tax" brands pay for being banal and un-engaging, then Chris Grams has given us marketers an essential guide for living on the happy side of that world.

Clearly we have to give up a lot of the illusion of control that goes with the Mad Men life, but as Chris shows that doesn't mean we have to give up rigor. His step-by-step process is an essential guide for how to find the heart of you brand, harness your company culture (which really is your brand by the way) and enact your brand by building and supporting community. Very few marketers have run the full course of this journey. Chris has.
Benefit from his experience.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Terrific Resource for Building Great Organizations!, August 30, 2011
This review is from: The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) (Paperback)
I love this book by Chris Grams because it offers depth, details, and scores of ideas for how leaders and employees can build better brands - internal and external. I am partial to the sections on building and creating an internal brand because this is the world (OD) in which I work. Grams has slathered the book with case studies, examples, diagrams, and fresh ideas that come from his experiences and from those he has collected.

I would suggest this book for a manager "book club" discussion because I think that the information on external and internal branding will bring up many ideas and perhaps cause some healthy dissonance. It is important to think about, plan for, and then act on building great organizations and this book will walk you through the process. I love the emphasis Grams places on creating a pull culture (empowering and energizing members) versus push practices (selling, persuading). His suggestions about finding the "true" brand are worth the price of the... Read more
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Online Sample Chapter

Ad-Free Brand Positioning Basics

Table of Contents

1. An Introduction: Branding in the Digital World
2. A Brand Positioning Primer
3. Brand Positioning Homework
4. The Brand Positioning Workshop
5. Embedding Brand Positioning Internally
6. Social Media and the New Methods of Communicating Brand Positioning Externally
7. Updating Your Brand Positioning
8. Brand Positioning Report Card
9. Additional Resources
10. Conclusion

Sample Pages

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