An indispensable guide to building an authoritative brand for budding influencers.
In this debut manual, a marketing expert explores the process of creating an authentic brand and becoming a powerful influencer.
Bull spent a decade in the marketing and artist development department of Sony Music before leaving to help independent artists build their own brand identities. Drawing on her experience collaborating with musicians like Carrie Underwood and Johnny Cash, she shows readers in this guide how to use positive psychology principles as well as tried-and-true branding strategies to become strong influencers. While she worked primarily with musicians, this book will be useful for politicians, social media influencers, authors, and even entrepreneurs trying to build followings for their brick-and-mortar businesses. Using “macro-influencers” like Ellen DeGeneres, Martha Stewart, and Beyoncé as case studies, Bull walks readers through these “brands” and how they became so dominant. There is a wealth of helpful information here, like the “Five Ps of Successful Influencers”: passion, perseverance, positivity, purpose, and power. The author shares a “brand matrix” and tells readers how to employ it, utilizing Taylor Swift and Kanye West as examples. The author also discusses brands that tried to transfer consumers’ feelings about a product to another item with disastrous results. For instance, when Sarah Jessica Parker entered into an advertising campaign with Gap in the early 2000s when she was known for the daring outfits her character Carrie Bradshaw wore on Sex and the City, sales tanked. Bull mostly cites macro-influencers with huge followings like Oprah Winfrey and Reese Witherspoon in her examples. The inclusion of a few case studies of artists who have built successful brands on the micro-influencer level would have improved the book. Still, readers who are interested in expanding their influence will discover something valuable in this manual. Helpful exercises provided at the end of some chapters ask readers to define and clearly articulate their brands.
An indispensable guide to building an authoritative brand for budding influencers.Pub Date: Feb. 4, 2020
ISBN: 978-1-63299-261-1
Page Count: 218
Publisher: River Grove Books
Review Posted Online: Dec. 8, 2020
Review Program: Kirkus Indie
This is not the Nutcracker sweet, as passed on by Tchaikovsky and Marius Petipa. No, this is the original Hoffmann tale of 1816, in which the froth of Christmas revelry occasionally parts to let the dark underside of childhood fantasies and fears peek through. The boundaries between dream and reality fade, just as Godfather Drosselmeier, the Nutcracker's creator, is seen as alternately sinister and jolly. And Italian artist Roberto Innocenti gives an errily realistic air to Marie's dreams, in richly detailed illustrations touched by a mysterious light. A beautiful version of this classic tale, which will captivate adults and children alike. (Nutcracker; $35.00; Oct. 28, 1996; 136 pp.; 0-15-100227-4)
Pub Date: Oct. 28, 1996
ISBN: 0-15-100227-4
Page Count: 136
Publisher: Harcourt
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Aug. 15, 1996
BOOK REVIEW
BOOK REVIEW
An extravaganza in Bemelmans' inimitable vein, but written almost dead pan, with sly, amusing, sometimes biting undertones, breaking through. For Bemelmans was "the man who came to cocktails". And his hostess was Lady Mendl (Elsie de Wolfe), arbiter of American decorating taste over a generation. Lady Mendl was an incredible person,- self-made in proper American tradition on the one hand, for she had been haunted by the poverty of her childhood, and the years of struggle up from its ugliness,- until she became synonymous with the exotic, exquisite, worshipper at beauty's whrine. Bemelmans draws a portrait in extremes, through apt descriptions, through hilarious anecdote, through surprisingly sympathetic and understanding bits of appreciation. The scene shifts from Hollywood to the home she loved the best in Versailles. One meets in passing a vast roster of famous figures of the international and artistic set. And always one feels Bemelmans, slightly offstage, observing, recording, commenting, illustrated.
Pub Date: Feb. 23, 1955
ISBN: 0670717797
Page Count: -
Publisher: Viking
Review Posted Online: Oct. 25, 2011
Kirkus Reviews Issue: Feb. 1, 1955
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