BRANDSCAPING

Unleashing the power of partnerships.

Who has your next customer
as their current customer?

How does a budding clothing manufacturer partner with a young and talented YouTube director to sell more sweatshirts?

Or, a London taxi-cab dispatcher work with a make-up retailer to build a $100 million brand?

Why are companies like Converse acting like Rennaisance-era art patrons? Or B2B brands like a software company acting as a book publicist to sell more software (and more books)?

Who can you partner with to increase demand for the products and services you sell?

Just here to buy the book?

BUY BRANDSCAPING NOW

The Story Behind Brandscaping

Want to understand the power of partnerships?

Let Andrew tell you about the first time he saw Brandscaping in action. (Hint: It involves Tony Bennett and the Muppets.)

The Most Highlighted Passages from Brandscaping

Successful Content Creators...

To be a successful content creator like Irna, you need to create content that your audience wants and needs. Oftentimes, that content will have little to do with the actual products you sell and more to do with the audience you’re looking to attract.

Kindle Readers
Kindle Readers
Rise The Tide

Smart brandscapers look for opportunities to make long-term plays that increase the size of the market itself. The more you’re involved in increasing the size of your market (rising the tide), the more prepared you are to capitalize on its growth. That’s when you start stealing market share.

Kindle Readers
Kindle Readers
Ask Yourself...

What content does our audience already have a relationship with and how can our brand embrace it?

Kindle Readers
Kindle Readers

Turn your marketing into an asset instead of an expense!

Hundreds of case studies and practical lessons.
One smart framework for success.

Brandscaping uncovers how unconventional content partnerships lead to unparalleled marketing success. You’ll learn how to bring together like-minded brands and undiscovered talent to create content that increases demand and drives sales. Brandscaping is a big, infectious idea designed to be embraced by C-suite executives and implemented by savvy marketing professionals.

  • Cut Through
    Info Overload

    Just because there’s more information available, doesn’t mean one can consume more!

  • Micro
    Daypart

    You’ll learn how to make an appointment with your audience. Own two minutes of their time!

  • Create
    a Hook

    See how successful marketers put a simple twist on a familiar theme to ensnare and entrap their audience.

Don’t take our word for it…

Intellectual adventure...

“Brandscaping is one of the few business books that’s both an intellectual adventure and a practical guide at the same time."

Nick Patrissi
Nick Patrissi
National Marketing Director & Business Development | Trend Offset Printing
...Fast-paced Blueprint

...This is no mere academic theory. It's a fast-paced blueprint cock full of examples and success to learn from.

David Meerman Scott
David Meerman Scott
Best Selling Author of The New Rules of Marketing And PR
Must-read for Modern Marketers!

"Finally, we have a framework with which to implement content of all kinds -- the Brandscape. Chock full of examples, this is a must-read for any modern marketer."

Brian Massey
Brian Massey
Author of Your Customer Creation Equation

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

Learn from over 50 companies including:

Read the Introduction For Free!

Free Chapter on SlideShare

Should you read this book?

Look, if you want to raise awareness for your brand, buy advertising—lots of it.

Buy banner ads, Facebook ads, and sponsored tweets. Buy Google Adwords and television commercials. Buy space in magazines and air time on the radio. But realize this: the space you buy isn’t permanent, and the time you buy is fleeting.

If you want to buy advertising, don’t read this book. If you want to increase demand for the products and services you sell, this book is for you!

AS SEEN ON

Inside Brandscaping

Hundreds of case studies and practical lessons.
One smart framework for success.

INTRO

INTRODUCTION

Awareness or demand?

You need more than new marketing tactics to survive. You need a new marketing philosophy.

As a marketer or business owner, you’ve been trained to think about raising awareness for the products and services you sell. You’ve read advertising books and attended online seminars that have told you how to position your products and write effective calls to action. You’ve advertised in magazines and newspapers. You’ve worked hard to make your company visible in the marketplace.

But did you ever stop to think how you could raise demand for your products and services?

TABLE OF CONTENTS

  • Foreword by Ann Handley Introduction
  • What is Brandscaping?
  • Should you read this book?
DOWNLOADThe Intro On Slidesahre

What you’ll learn

Taxi Dispatcher to Make-up Mogul

How one woman’s YouTube tutorials helped her build a $100MM brand. And what you can learn from her success.

A Mall for your Marketing

How to use simple retail rules to re-think the way you market your products and services.

Watson Wins
Jeopardy

How IBM’s two-day stint on Jeopardy won millions of dollars in consulting business and what you can learn from their success.

Gamechanging!

"Brandscaping crystallizes today's marketing issues with a unique blend of success stories, and in the trenches insight."

Steve Rotter
Steve Rotter
Vice President, Marketing, Brightcove & technology entrepreneur

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

PART
ONE

PART 1

The Paradigm Shifts.

Marketing is broken.

Social media won’t save it. Online ads won’t reinvent themselves. Google’s acquiring. Public relations is changing. The music industry is reinventing itself. The movie business is struggling. Newspapers are dying.

Your email inbox is full. Your mobile device is always on. Your DVR is recording. Your iPad apps are updating. I don’t need to tell you that the media business is in flux. If you’re going to survive in a world where everything’s changing, you’re going to have to think differently.

TABLE OF CONTENTS

  • Embracing the Idea of Increasing Demand
  • Content Sells Stuff
  • The Downfall of Advertising
  • Ignoring One-Hit Wonders
  • Death to the Inauthentic Celebrity
  • The Insatiable Demand for Content
  • We Live in an Opt-in World
  • You’re Not the Center of the Web World
  • Everyone Else Has an Audience, Too

What you’ll learn

Fing Nemo & the ‘Nemo Effect’

How the success of Finding Nemo affected the global demand for fish and what you can do to harness the same power!

The Joe Show & Authentic Talent

How one man’s weekly B2B YouTube show doesn’t need millions of views to drive real, reliable, revenue and how you can mimic his success.

Do you have bad breath?

How one brand used a simple video helping people to test if they have bad breath to build a multi-million dollar business.

Riveting Examples & Practical Advice

"The easy and laid back tone makes reading this book feel like you are having coffee with an enterprising, and very successful, close friend. With riveting examples and down to earth advice, Andrew has achieved the daunting task of not only motivating the reader, but providing them with the tools they need to move forward with their own Brandscape venture."

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

PART
TWO

PART 2

Branding in the
new world.

The term “brand” is a marketing relic.

It’s so old, in fact, that it dates back to the thirteenth century when Italians added watermarks to the paper they created to authenticate the validity of a letter’s sender. To most marketers, a brand is simply the logo, name, design, or symbol that identifies one company’s goods from another’s.

Today, however, “brand” also refers to the personality of a product or a company. There are personal brands, professional brands, commodity brands, even concept brands in the marketplace today. One thing’s become clear though in a digital world—no brand is an island.

TABLE OF CONTENTS

  • No Brand is an Island
  • Social Branding is Personal
  • Become a Talent Scout
  • Explore Your Customer’s Brandscape
  • Brand Your Content
  • Reworking the Media
  • From Twitter to TV

What you’ll learn

Mashups, Shoes, Cars & Gymkhana

How 13 companies partner together to create content for a single audience and what you can do to demonstrate the power of your people.

73 Bloggers & Their Personal Brands

How one company, and their 73 blogs, use people to power their B2B success!

Building Conveyor Belts with Content

How one B2B magazine brought partners together to create a B2B television show that builds business.

It's Real & It Works!

"Holy moley, in a warehouse full of self-help and marketing business books, the content is pretty much a waste, or funnier still, reaffirmation of what you already know. BRANDSCAPING gives REAL examples of partnering for shared success. It is real, and it works. "

Mark F. Braun
Mark F. Braun

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

PART
THREE

PART 3

Content is Currency

It’s entirely possible that the future of all media is branded.

I can imagine a world where TV commercials don’t exist—where magazines are advertising-free. Instead, the content is underwritten by brands that understand the power and value of the content they create, own, share, and trade. (This is the single-greatest threat to today’s media companies, but that’s a topic for another book.)

Once you shift your focus away from paying for access to an audience to one that views content as an asset, you will see a dramatic transformation in your business.

TABLE OF CONTENTS

  • Your Content is Valuable
  • Frequency, Quality, Relevance
  • Build a Format
  • Hook ‘em
  • Make an Appointment with Your Audience
  • Grow Rich, Target the Niche
  • Create a Movement, Tap a Trend
  • Exploit Content Holes
  • The Influence Pyramid
  • Align Around Common Values
  • Don’t Publish, Underwrite

What you’ll learn

Beer
Anyone?

How Dogfish Head beer started with online videos and ended up with a TV show. What it meant for their business and what it can mean for yours!

The A-Team &
Jumping The Shark

What lessons from traditional media you can use to see bigger sales and higher quality leads.

The
Chicken Whisperer

How a healthcare consultant turned his online radio show about backyard poultry into a booming business.

Riveting Examples & Practical Advice

"The easy and laid back tone makes reading this book feel like you are having coffee with an enterprising, and very successful, close friend. With riveting examples and down to earth advice, Andrew has achieved the daunting task of not only motivating the reader, but providing them with the tools they need to move forward with their own Brandscape venture."

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

PART
FOUR

PART 4

Start Small. Think Big.

There’s a content bubble and
it’s going to burst –

—and I’m not the only one who thinks this.”I do think we’re in the early stages of a content bubble, which is being inflated by the idea that brands should be publishers,” said Kyle Monson, content-strategy director at JWT, New York, in a recent Ad Age article.

The fact is, corporations shouldn’t try to become media companies. You shouldn’t decide that in addition to running a restaurant, manufacturing a product, or selling consulting services that you’re going to become a media brand. The media industry is in flux. Even the best media companies in the world can’t figure out how to be good, profitable publishers. You need to avoid the temptation to become a media company.

TABLE OF CONTENTS

  • Brandscaping Extended
  • Appendix 1 Apps
  • Appendix 2 Start-ups
  • Appendix 3 Music
  • Appendix 4 Nonprofits
  • 27 Questions to Ask Yourself
  • References
  • Acknowledgments
  • About Andrew M. Davis

What you’ll learn

Achieve
Without Limits

How nonprofits can create deeper partnerships designed to help create content that adds value, drives revenue, and makes the world a better place.

State Farm &
Soccket Balls

How State Farm funded a start-up designed to bring electricity to 3rd world soccer fans.

Jetpacks & The
Music Business

How partnering with bands leads to better content and music success.

Redefining Tired Notions

"Brandscaping holds the promise of redefining tired notions of paid, earned and owned media..."

Mike O’Toole
Mike O’Toole
President and Partner, PJA Advertising

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!

Listen to the Audio Book

Andrew Davis reads the entire book, plus a bonus chapter, in 7 Hours and 18 minutes!

BUY THE AUDIOBOOK

Who is Andrew Davis?

Bestselling author, marketing and media man, and keynote speaker.

Andrew Davis has wrangled for The Muppets and written for Charles Kuralt. He’s marketed for tiny startups and Fortune 500 brands. His novel combinations of old ideas that leverage new technology have been tapped by the Obama administration and Russian media moguls. Brandscaping puts his common sense approach to work for you.

In 2001, Andrew co-founded Tippingpoint Labs, where, as the chief strategy officer, Andrew and his team helped companies like Putnam Investments, Breville and TomTom. Drew has led the charge to change the way publishers think and how brands market their products in a digital world. Today, after selling Tippingpoint Labs, Andrew Davis shares his insights and ideas in workshops and speaking engagements around the world.

He’s been featured in The New York Times, USA Today, International Business Times, The Boston Globe, CBS News and hundreds of other media outlets.

I’m in! Where can I buy Brandscaping?

Buy Brandscaping!