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Mount Hope Media, LLC

Sherman B: Success is In Your Story

Success is In Your Story

Align Your Story with Your Purpose and Connect with Your Ideal Audience

Mktg

A guide to communicating professionally and authentically in today's workplace. Whether you are a leader, manager, or ambitious young professional, this book provides strategies you can use to communicate effectively and professionally without losing your own voice, command a room without dominating it, and inspire action without forcing it. Drawing on the author's experience teaching Business Communication courses and working for both international organizations and startups, you'll be equipped with proven techniques you can apply right away. Grounded in real-world examples, including how to write a persuasive email, how to navigate a difficult conversation with a colleague, how to craft an engaging virtual presentation, and how to effectively use AI as a support tool, Buxton covers all you need to know about written, spoken, and digital forms of communication.

Speaking and Writing with Professional Impact

Magnetic Communication

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

Fifteen marketing principles that make your brand the one customers choose, not the one they compare Marketing has a strategy problem disguised as an output problem. Teams ship more work than ever and get remembered for less of it. In Outbrand: The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition, Chris Aarons gives you a decision system for the moments when the answer is not obvious and the safe choice makes your brand easier to ignore. Aarons is a Wall Street Journal bestselling co-author of The Digital Helix and an award-winning marketing professor at the University of Texas McCombs School of Business. The book works in three moves. Outthink is the strategic choice that sets direction. Outposition is the brand positioning and differentiation that earn relevance. Outlast is the trust and discipline that hold the advantage after competitors start copying you. The principles are not opinions. Aarons interviewed the people whose ideas keep working: Roger Martin on strategy, Rory Sutherland on behavioral science, Marcus Sheridan on trust, Neil Hoyne on customer value, Roger Dooley on friction, Jay Baer on usefulness, and Rob Malcolm, who took Diageo from one of eight global priority brands growing to seven of eight. Aarons pressure-tested all fifteen across three decades with teams at Microsoft, Amazon, Coca-Cola, and Cisco, then on six years of MBAs who demanded proof. Rooted in human psychology and behavioral research, Outbrand holds when platforms shift and tools change. Every principle gives you the contrarian call most teams miss, the research behind it, a brand that won by living it, a brand that paid for ignoring it, and a filter you can run on your own work. Cases include Liquid Death, Oatly, Nike, British Airways, Gong, and Wendy's. Readers will also find: <ul> <li>Brand positioning competitors cannot copy and will not choose, built on Roger Martin's Can't/Won't test</li> <li>A standard for content so useful that customers would pay for it, plus a ninety-day gate that kills what does not earn its place</li> <li>Never Rules that stop good strategy from drifting back toward average</li> <li>Real-world case studies of how Liquid Death, Gong, Oatly, and British Airways built competitive advantage rivals could not copy</li> <li>A quarterly review that keeps the system working after the launch push fades</li> </ul> Written for startup founders, corporate executives, and marketing professionals seeking more than marginal improvements, Outbrand replaces tactical churn with a marketing strategy your team can run the week it arrives. AI and automation made average easy to produce. Judgment is the part that stayed scarce.

The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition

Outbrand

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

Levi's former CEO--who joined the company after a 28-year career at Procter &amp; Gamble, where dozens of his direct reports became CEOs of other companies--shares how to build great brands and ignite growth.Levi's was lost. For more than a decade, the company that changed how the world dressed had been stagnating--at one point near bankruptcy--as its iconic product, 501 jeans, faded into a nostalgic relic amid more-fashionable competitors.Fast-forward to today. Levi's are back and just about everywhere, from college campuses and concerts to workplaces and red carpets. Influencers style them. Taylor Swift sings about them, and Beyoncé and Post Malone's hit "Levii's Jeans" compares them to a lover's hug. To paraphrase British Vogue, the jeans beloved by James Dean, Marilyn Monroe, Bruce Springsteen, and Kurt Cobain, as well as presidents and protestors, are once again part of the culture, worn by style icons like Hailey Bieber and Kendall Jenner, as well as moms and dads.This is the inspiring, instructive story of Levi's resurgence, from the CEO who led it.Chip Bergh was a die-hard Levi's fan when he was tapped to be CEO thanks to his track record leading successful brands at P&amp;G. In this brisk narrative, he reveals the most consequential decisions and the six timeless tenets of what he coins "brand-driven leadership" that fueled Levi's revival: origin stories matter; the brand is the business; marketing is an investment, not an expense; be customer obsessed; control how the brand shows up; and play the long game.With rich storytelling and actionable insights, Bergh shows how universal leadership principles returned Levi's to relevance, as he surprises readers with fun facts about the history of the company that introduced denim jeans to the world.For any leader facing crucial strategic choices, and anyone who loves jeans, A Levi's Story is a compelling narrative and a vital resource to start, build, or revive brands and unlock growth.

Reviving an Iconic Brand

A Levi's Story

Internal communications teams have often relied on activity counts and engagement scores that describe what was done rather than what changed. This is no longer enough: they need to demonstrate clear evidence of communication effectiveness. Grounded in real-world experience, Measuring the Impact of Internal Communications shows how to measure what truly matters and highlight the outcomes that shape organizational success. It provides a four-stage, twelve-step model built around organizational alignment, meaningful outcomes, credible evidence and continuous improvement. The book explains what meaningful impact looks like inside organizations, how to define outcomes that leaders recognize, how to gather and interpret evidence and how to use insight to influence leadership and strengthen communication effectiveness. Measuring the Impact of Internal Communications includes insights and interviews from leading voices across the communication and research landscape including Kevin Ruck and Mary Welch. By equipping professionals to define, measure, understand and communicate their results effectively, this book shows why and how measurement in internal communication is now essential to business performance, leadership credibility and employee experience in an increasingly connected and data-driven world.

Translating Metrics into Meaningful Organizational Outcomes

Measuring the Impact of Internal Communications

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization. In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact. Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy. You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams &gt;Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale. Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

Marketing

Success is In Your Story

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