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Thorpe I: Your Brand's Content Sucks

Your Brand's Content Sucks

How to Develop Your Brand Voice and Strategy, and Create Content That Doesn't Get Ignored

Amid a world marked by skepticism, disruption, and eroding confidence, Game Changers in Leadership Communication vividly describes how formal and informal leaders can engage in communication to build or destroy trust when it matters most.Drawing on decades of research and real-world experiences, Pamela Shockley-Zalabak and Sherwyn Morreale reveal how everyday communication choices can result in leaders becoming either positive or negative game changers. Through interviews and case studies, the book provides thought-provoking and interactive guides and suggestions for Personal Reflections to help work through complex problems around trust and leadership. It integrates leadership communication theory with five research-based drivers of trust-competence, openness and honesty, identification, reliability, and concern for others. It addresses such salient topics as decision making, crises and disasters, global workforces, the global rise of authoritarianism, politics, AI, and ethics. This book serves as a primary or supplementary text for upper-division and graduate courses within the subjects of organizational communication, leadership, management, business, public affairs, and public relations, and will also be of interest to current and aspiring leaders.

Building Trust in a Low Trust World

Game Changers in Leadership Communication

Creating Success series

If you are starting or selling your own business, or wanting to expand your company, business plans are essential. Get expert guidance on how to make an impact with your business plan and successfully communicate your strategic vision. Whether it is to raise finance, sell a business or develop a specific project, this is your one-stop guide to producing the most professional and convincing business plan for a new venture. This 8th edition now features even more practical exercises, useful templates and top tips to help you write a comprehensive and compelling plan, as well as content on digital developments such as crowdfunding, online retailing and digital marketing. The Creating Success series of books...
Unlock vital skills, power up your performance and get ahead with the bestselling Creating Success series. Written by experts for new and aspiring managers and leaders, this million-selling collection of accessible and empowering guides will get you up to speed in no time. Packed with clever thinking, smart advice and the kind of winning techniques that really get results, you'll make fast progress, quickly reach your goals and create lasting success in your career.

Win Backing and Support for Your Ideas and Ventures

How to Write a Business Plan

“A fascinating look into why people reveal what they do about themselves—and how we can all communicate better with others.” —Arthur C. Brooks, bestselling author of From Strength to Strength A groundbreaking book on the surprising potential of revealing more of ourselves to others, from a celebrated Harvard Business School professor and expert on the psychology of personal disclosure decisions We all know the feeling: that gut-wrenching post-conversation replay, cringing at how much we just revealed. We live in fear of saying too much, so we keep our mouths shut, guard our emotions, and lock away our most personal thoughts. But what if we’ve been worrying about the wrong thing? A growing body of research shows we vastly underestimate the value of sharing more than we think we should, with our spouses, friends, colleagues, and even strangers. Drawing on over a decade of research and real-life stories, behavioral scientist Leslie John explores why we hesitate to open up, when sharing really does backfire, and how to strike a balance between too much and too little. Learning to be more vulnerable and open at work and at home can unlock some of life’s richest rewards: deeper friendships, stronger professional relationships, greater well-being, and, yes, even love. Revealing is a road map for making smarter, bolder, and ultimately more satisfying decisions about just how much you want to share and why.

“A fascinating look into why people reveal what they do about themselves—and how we can all communicate better with others.” —Arthur C. Brooks, bestselling author of From Strength to Strength A groundbreaking book on the surprising potential of revealing more of ourselves to others, from a celebrated Harvard Business School professor and expert on the psychology of personal disclosure decisions We all know the feeling: that gut-wrenching post-conversation replay, cringing at how much we just revealed. We live in fear of saying too much, so we keep our mouths shut, guard our emotions, and lock away our most personal thoughts. But what if we’ve been worrying about the wrong thing? A growing body of research shows we vastly underestimate the value of sharing more than we think we should, with our spouses, friends, colleagues, and even strangers. Drawing on over a decade of research and real-life stories, behavioral scientist Leslie John explores why we hesitate to open up, when sharing really does backfire, and how to strike a balance between too much and too little. Learning to be more vulnerable and open at work and at home can unlock some of life’s richest rewards: deeper friendships, stronger professional relationships, greater well-being, and, yes, even love. Revealing is a road map for making smarter, bolder, and ultimately more satisfying decisions about just how much you want to share and why.

The Underrated Power of Oversharing

Revealing

Springer Texts in Business and Economics

This book provides graduate students and new entrepreneurs with a variety of organizational effectiveness factors that contribute to an organization’s competitive advantage, as well as its present and future success and survival. It offers leaders and employees with common understandings on how organizations work and helps them focus on efficiency rather than immediate actions based on random advice. Featuring short, accessible chapters that offer a “quick read” on important topics, this book is designed to serve as self-study reference for aspiring and current organizational leaders as well as a supplementary text for academic coursework.

Achieving Success and Resilience

Realizing Organizational Effectiveness

Communicating Better at Work and Beyond

Simply Said

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The 
 De Gruyter Handbook of Integrated Marketing Communication
 helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
 
 Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
 
 Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

De Gruyter Handbook of Integrated Marketing Communication

Der Wandel durch die digitale Marketingwelt. Einfluss von Social-Media-Marketing auf Start-ups

From the creator of AdviceWithErin, the definitive book on how to use the right words at work—so you can build the career you deserve We’ve all been there: you’re sweating, sitting in front of your laptop, and the interviewer on the screen says, “Tell me about yourself.” You freeze. Is that even a question? What are they expecting from you? What do you say? If that paragraph made your heart beat a little faster, TikTok star, career educator, and “the internet’s big sister” Erin McGoff is here to help. In The Secret Language of Work, McGoff shares her best, customizable scripts for how to communicate in the professional world—word-for-word, exactly what to say during interviews, while negotiating salaries, when you need to set boundaries with co-workers, as you advocate for yourself, and in any sticky situation at the office. With McGoff’s advice, you will master the unwritten rules of work speak that are key to career advancement. Learning how to say the right words, in the right order, in the right way, at the right time, is an art that too few people are taught. Stellar communication is probably the most valuable skill you can possess—and once you know the secret language of work, you will be able to confidently tackle anything your sure-to-be outstanding career presents to you.

From the creator of AdviceWithErin, the definitive book on how to use the right words at work—so you can build the career you deserve We’ve all been there: you’re sweating, sitting in front of your laptop, and the interviewer on the screen says, “Tell me about yourself.” You freeze. Is that even a question? What are they expecting from you? What do you say? If that paragraph made your heart beat a little faster, TikTok star, career educator, and “the internet’s big sister” Erin McGoff is here to help. In The Secret Language of Work, McGoff shares her best, customizable scripts for how to communicate in the professional world—word-for-word, exactly what to say during interviews, while negotiating salaries, when you need to set boundaries with co-workers, as you advocate for yourself, and in any sticky situation at the office. With McGoff’s advice, you will master the unwritten rules of work speak that are key to career advancement. Learning how to say the right words, in the right order, in the right way, at the right time, is an art that too few people are taught. Stellar communication is probably the most valuable skill you can possess—and once you know the secret language of work, you will be able to confidently tackle anything your sure-to-be outstanding career presents to you.

Hyper-Helpful Scripts for Every Situation

The Secret Language of Work

Build a powerful LinkedIn presence that opens doors to career opportunities In today's competitive job market, talented professionals risk career invisibility when they lack a strong LinkedIn presence. The LinkedIn Playbook for Employees: How to Build Your Professional Brand Without Losing Your Job shows you how to build authentic professional influence while working as a full-time employee. Written by James Cheo, Chief Investment Officer at a global bank and LinkedIn Top Voice who grew his following to over 80,000 while maintaining his day job, this book delivers proven strategies for transforming your LinkedIn profile from digital résumé to career catalyst. The LinkedIn Playbook for Employees guides you through every aspect of building a sustainable LinkedIn presence, from optimizing your profile and defining your value proposition to crafting compelling content that resonates with your target audience. You'll discover how to develop 3-5 content pillars that give your voice structure, master storytelling techniques that make your expertise memorable, and leverage the psychology of attention to ensure your posts get noticed. The book reveals technical best practices including optimal posting times, format strategies that drive exceptional engagement, and how to use LinkedIn's features to dramatically amplify your reach. You'll also discover: <ul> <li>How to transform your profile into a reputation engine that converts visitors into meaningful connections and generates substantially more career opportunities</li> <li>Content strategies built on proven psychological principles that significantly increase post retention and generate far greater visibility than passive engagement alone</li> <li>Trust-building frameworks that establish you as more credible than corporate messaging and position you for internal recognition and advancement</li> <li>Measurement and analytics approaches that translate visibility into tangible outcomes including promotions, collaborations, speaking engagements, and strategic career moves</li> <li>Ethical boundaries and sustainability practices that prevent burnout while building long-term professional influence through consistency rather than viral moments</li> </ul> Perfect for professionals, job seekers, entrepreneurs, career changers, university students, and business leaders, The LinkedIn Playbook for Employees provides a comprehensive roadmap for building a professional brand that differentiates you in your industry, adds genuine value to your network, and creates sustainable career opportunities. Written from the perspective of an employee rather than an influencer, this practical guide shows you how to amplify your voice without losing your authenticity or jeopardizing your position.

How to Build Your Professional Brand Without Losing Your Job

The LinkedIn Playbook for Employees

Wie du deine Sichtbarkeit stärkst, ohne dich zu verbiegen

Social Media ist für Unternehmer:innen und Selbstständige längst unverzichtbar, wenn es um Reichweite und Sichtbarkeit geht. Doch der Aufbau eigener Kanäle führt oft zu Überforderung. Viele wünschen sich den einen Tipp, der alles löst, oder hoffen, dass Social Media von allein läuft. Aber: Sichtbarkeit ist kein Zufall, kein Zaubertrick und kein Spaziergang.

Delphine Rotheneder ist Coach und Expertin für Reichweitenaufbau. In diesem Ratgeber zeigt sie, wie du in nur 90 Tagen eine authentische und nachhaltige Social-Media-Präsenz aufbaust, ohne dich zu verstellen. Statt Chaos und Unsicherheit gibt es einen klaren Plan, echte Strategien und greifbare Ergebnisse.

- Ohne Vorkenntnisse: Begleitung ohne komplizierte Begriffe und Marketingjargon

- Ein Ratgeber, der dich dort abholt, wo du gerade stehst

- Konkrete Übungen, Praxisbeispiele und Tool-Tipps aus dem Alltag

- Verstehen statt Nachmachen: Was bedeutet echte Sichtbarkeit?

- Klares Versprechen: Sichtbarkeit in 90 Tagen

Sichtbarkeit verstehen und strategisch aufbauen

Um langfristig erfolgreich zu sein, reicht es nicht, einfach sichtbar zu sein. Es braucht ein echtes Verständnis dafür, was Sichtbarkeit in sozialen Netzwerken wirklich bedeutet. Delphine Rotheneder zeigt, dass Social Media weit über Oberflächlichkeit und Filter hinausgeht. Hier ist Platz für Authentizität, Persönlichkeit und eine klare Botschaft.

Die Kombination aus Warum und Wie wird dabei zum entscheidenden Werkzeug. Wenn du bereit bist, deine Marke sichtbar zu machen und Vertrauen aufzubauen, ist jetzt der richtige Moment, zu beginnen.

Wie du deine Sichtbarkeit stärkst, ohne dich zu verbiegen
 Social Media ist für Unternehmer:innen und Selbstständige längst unverzichtbar, wenn es um Reichweite und Sichtbarkeit geht. Doch der Aufbau eigener Kanäle führt oft zu Überforderung. Viele wünschen sich den 
 einen 
 Tipp, der alles löst, oder hoffen, dass Social Media von allein läuft. Aber: 
 Sichtbarkeit ist kein Zufall,
 kein Zaubertrick und kein Spaziergang.
 
 Delphine Rotheneder ist Coach und Expertin für Reichweitenaufbau. In diesem Ratgeber zeigt sie, 
 wie du in nur 90 Tagen eine authentische und nachhaltige Social-Media-Präsenz aufbaust, ohne dich zu verstellen
 . Statt Chaos und Unsicherheit gibt es einen klaren Plan, echte Strategien und greifbare Ergebnisse.
 <ul><li>Ohne Vorkenntnisse:
 Begleitung ohne komplizierte Begriffe und Marketingjargon
 </li><li>Ein Ratgeber, der dich dort abholt, wo du gerade stehst</li><li>
 Konkrete 
 Übungen
 , 
 Praxisbeispiele
 und 
 Tool-Tipps
 aus dem Alltag
 </li><li>
 Verstehen statt Nachmachen: Was bedeutet 
 echteSichtbarkeit
 ?
 </li><li>Klares Versprechen: Sichtbarkeit in 90 Tagen</li></ul>Sichtbarkeit verstehen und strategisch aufbauen
 Um langfristig erfolgreich zu sein, reicht es nicht, einfach sichtbar zu sein. Es braucht ein echtes 
 Verständnis dafür, was Sichtbarkeit in sozialen Netzwerken wirklich bedeutet
 . Delphine Rotheneder zeigt, dass Social Media weit über Oberflächlichkeit und Filter hinausgeht. Hier ist Platz für Authentizität, Persönlichkeit und eine klare Botschaft.
 
 Die Kombination aus 
 Warum
 und 
 Wie
 wird dabei zum entscheidenden Werkzeug. Wenn du bereit bist, deine Marke sichtbar zu machen und Vertrauen aufzubauen, ist jetzt der richtige Moment, zu beginnen.

In 90 Tagen zum Social-Media-Auftritt, der verkauft. Zum Erfolg ohne Vorkenntnisse

Sichtbarkeit ist kein Zufall

Business and Economics (German Language)

Beatrice Eiring

Mit KI, Strategie und SEO zu wirksamen Texten für Web, Social Media und Suchmaschinen

Guten Content schreiben 2.0

Erfolgreiche Unternehmen leben nicht von Laufkundschaft, sondern von wiederkehrenden Käufern. Entscheidend ist nicht wie viele Kunden gewonnen werden, sondern wie lange sie bleiben und wie oft sie kaufen.Unternehmen, die jahrelang am Markt bestehen, setzen in der Regel auch auf Kundenbeziehungen, die jahrelang anhalten. In einigen Fällen geht diese Bindung so weit, dass Kunden Marken nicht nur bevorzugen, sondern aktiv verteidigen.Dieses Buch untersucht, welche strukturellen, psychologischen und wirtschaftlichen Faktoren hinter dieser Form von Kundenloyalität stehen. Der Autor analysiert, warum bestimmte Unternehmen wiederkehrende Kunden systematisch gewinnen können und welche Mechanismen dazu führen, dass aus Erstkontakten langfristige Kundenbeziehungen entstehen.Auf Grundlage unternehmerischer Praxis und konkreter Marktbeobachtungen entsteht ein differenzierter Blick auf Geschäftsmodelle, die nicht auf kurzfristige Transaktionen, sondern auf nachhaltige Bindung ausgerichtet sind - und damit die Grundlage für wirtschaftlichen Erfolg schaffen.Das Buch zeigt:<ul><li>Wie ein Kaffeekonzern eine breite Kundengruppe langfristig an sich binden konnte, sodass wiederholte Käufe zur Gewohnheit wurden.</li><li>Warum Unternehmen mit besonders loyalen Kunden nicht primär Produkte verkaufen.</li><li>Weshalb eine preisgekrönte US-Serie in Deutschland scheiterte und welche Rückschlüsse sich daraus auf Marktstrategien ziehen lassen.</li><li>Wie unterschiedliche Reaktionen auf Kundenfeedback den Erfolg oder Misserfolg von Spielzeugherstellern beeinflussten.</li><li>Wie ein Küchengerät eine so intensive Kundenbindung erreichte, dass Käufer bereit waren, die Marke vehement zu verteidigen.</li><li>Welche Marketingansätze mit Kundenverlust in Verbindung stehen und unter welchen Bedingungen langfristige Kundenloyalität entsteht.</li><li>Wie ein gescheitertes Experiment neue Einsichten in die Funktionsweise von Kundenbindung lieferte.</li>
 </ul>

Wie Unternehmen mit wahnsinnig treuen Kunden ticken

Süchtige Kunden

Your Brand's Content Sucks

Weitere Titel zum Thema