What does it take to stand out from the crowd? Quite often it’s not how good your product is but how well it’s marketed. Learn the essentials needed to build a brand that continually influences, captivates, inspires, and engages people in a modern-day, crowded marketplace with Craved: The Secret Sauce to Building a Highly-Successful, Standout Brand.
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In CRAVED, Keli Hammond walks you through the ins and outs of building a brand that is not only noticed but also sought-after and profitable. She uncovers the key elements needed to craft cohesive and clever marketing campaigns and demystifies the components needed to gain influence and be memorable.
A 2X award-winning marketer, Hammond combines decades of industry knowledge with helpful stories and advice that illustrate what not to do in brand building. She also walks you through how to build a loyal tribe that advocates for you and endorses you.
Because marketing rules change quickly, the things that worked five years ago are now outdated and old-fashioned. The guidance you get from CRAVED will help you elevate your profile, attract more people to you, monetize your influence, and set the stage for long-term profit for your personal brand or business.
Whether you’re just starting out or you’ve been at this for a while, this is the resource you need to help make your entrepreneurial dreams a reality. Transform your life by strategically creating a brand people CRAVE.
CHAPTER 1 pages 27-28
“IS IT ME, OR IS THE WORD 'MARKETING' EVERYWHERE? You hear it all the time, but chances are, no one has ever taken the time to clearly explain what marketing actually is, or what it truly entails. All you probably know is that, whatever marketing is, you need to do it well if you're looking to build a personal brand or embark on a business venture.
Most people think of marketing as commercials, magazine ads, radio spots, billboards, websites, logos, tradeshows, flyers, signage, and so on. To most non-marketers, this field seems like a fun, creative, flashy business that focuses more on being cute and catchy and less on data, planning, analysis, and measurement. In actuality, however, although marketing is one of the more artistic parts of business, marketers very much mean business. Marketing is all of the above, and so, so much more.
What is marketing, really?
Honestly, a more appropriate place to start is, what marketing is not.
Marketing is not promotion. Marketing is not selling. Marketing is not media. Marketing is not a beautiful creative. Marketing is not brochures.
Marketing, unfortunately, is not just…one thing.
In its simplest form, marketing is the process of getting people to care about what you do and why you do it. It’s connecting with people in a way that makes them pause for a moment, and hopefully a lifetime, because not only were they impressed by you, they loved you. So, as they move through life, those people remember you. They advocate for you. They tell others about you. They become loyal to you. They believe in and trust you. That’s marketing—simplified.
Sure promotion, media, and creative pieces like brochures and flyers compliment the process, but by themselves, they certainly don’t represent all that this field includes.”
ABOUT THE AUTHOR
Keli Hammond is a nationally-recognized, award-winning expert on marketing. The author of CRAVED: The Secret Sauce to Building a Highly-Successful, Standout Brand; Keli knows what it takes to make people stop, listen, engage, and invest in brands (both personal and business). With a focus on brand acceleration and positioning, Keli's expertise helps people pinpoint hurdles to success and pivot their marketing to achieve maximum results and brand loyalty. Keli distilled more than 15 years of marketing know-how into her debut book, aptly named CRAVED, which offers practical tips and resources that provide clarity on how to turn a passion into profit by becoming a dynamic marketer. Keli owns B Classic, a Washington, DC-based marketing and communications agency that helps entrepreneurs, corporations, non-profits, and government agencies better educate, entice, inspire, and engage their target consumers. A highly sought-after speaker, trainer and writer, Keli regularly speaks to groups of business owners, students, and women about personal branding, marketing, and social media. She has been featured in The Washington Informer and The Start-Up Growth. Keli holds a BA in Advertising from Temple University and certification in Change Leadership (Change Management) from Cornell University.
Author Keli Hammond on Instagram @KeliHammond