How to Establish a Unique Brand in the Consulting Profession: Powerful Techniques for the Successful Practitioner Book

	Introduction	xi
	Acknowledgements	xiii
Chapter 1	A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough)	1
	Marque My Words: Perception Is Reality	3
	Real World Lessons	4
	Positioning a Brand so that the Brand Positions You	8
	Why Consultants Need to Get Their Hands Dirty in the Branding Business	11
	The Payoff of a Strong Brand in Consulting	13
	The Ultimate Secret of Branding	14
	Brand New Lessons	18
Chapter 2	You Don't Start at the Beginning: You Have the Makings of a Brand at Hand	21
	Identifying the Ingredients of Your Brands	21
	Recipe: Finding the Right Raw Materials and Mixtures	22
	Magnifying Your Existing Repute	26
	Re-Energizing Your Brand for Maximum Impact	32
	Five Ways to Ensure Brand Freshness	35
	The Critical Case for Strategic Branding	36
	Brand New Lessons	39
Chapter 3	The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You	41
	The Elements That Create Gravitational Attraction	44
	Brand New Lessons	70
Chapter 4	How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All	71
	Early Preparation Is Better Than the Best Editor	73
	Creating and Selling a Brilliant Proposal	77
	Writing a Book and Living to Tell About It	81
	Marketing Your Book Because the Publisher Really Won't	84
	Some Other Very Important Issues	86
	Brand New Lessons	88
Chapter 5	How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand	89
	Why Professional Speaking Is Brand-Effective (the "Reach" of the Speech)	90
	Preparing Your Message: Insider Tips on Outstanding Speaking	91
	The Elements of a Powerful Delivery	97
	Turbo-Marketing Your Speaking Efforts	100
	The Magic of Setting High Fees (the Good Stuff)	104
	Exploiting Success	106
	Brand New Lessons	108
Chapter 6	The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving	109
	The Myths	110
	Brand New Lessons	127
Chapter 7	Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays	129
	Understanding the Brand Environment	130
	Creating the New Environment	133
	Ten Guidelines for Influencing the Environment	136
	Twenty-Five Ways to Foster Publicity in Any Environment	139
	Brand New Lessons	147
Chapter 8	Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion	149
	The Ironclad Case for Products in the Consulting Profession	151
	Alan's Favorite Methods to Boost Your Brand	154
	Brand New Lessons	166
Chapter 9	Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding	169
	The Trends	170
	Brand New Lessons	186
Chapter 10	Leapfrogging: How to Take Your Brands and Your Plans to New Heights	187
	Multiple Brands	188
	Abandoning Brands	190
	Protecting your Brands: The Principle of Adaptive Uniqueness	193
	Keeping Brands Revitalized	197
	Final Thoughts	200
	Action Checklist	201
	Index	205