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
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis...
Privately published by Strunk of Cornell in 1918 and revised by his student E. B. White in 1959, that "little book" is back again with more White updatings.
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis (whoops — "A bankrupt expression") a unique guide (which means "without like or equal").Pub Date: May 15, 1972
ISBN: 0205632645
Page Count: 105
Publisher: Macmillan
Review Posted Online: Oct. 28, 2011
Kirkus Reviews Issue: May 1, 1972
An autobiography as toxic and addictive as any drug its author has ever ingested.
The legendary booze-addled metal rocker turned reality-TV star comes clean in his tell-all autobiography.
Although brought up in the bleak British factory town of Aston, John “Ozzy” Osbourne’s tragicomic rags-to-riches tale is somehow quintessentially American. It’s an epic dream/nightmare that takes him from Winson Green prison in 1966 to a presidential dinner with George W. Bush in 2004. Tracing his adult life from petty thief and slaughterhouse worker to rock star, Osbourne’s first-person slang-and-expletive-driven style comes off like he’s casually relating his story while knocking back pints at the pub. “What you read here,” he writes, “is what dribbled out of the jelly I call my brain when I asked it for my life story.” During the late 1960s his transformation from inept shoplifter to notorious Black Sabbath frontman was unlikely enough. In fact, the band got its first paying gigs by waiting outside concert venues hoping the regularly scheduled act wouldn’t show. After a few years, Osbourne and his bandmates were touring America and becoming millionaires from their riff-heavy doom music. As expected, with success came personal excess and inevitable alienation from the other members of the group. But as a solo performer, Osbourne’s predilection for guns, drink, drugs, near-death experiences, cruelty to animals and relieving himself in public soon became the stuff of legend. His most infamous exploits—biting the head off a bat and accidentally urinating on the Alamo—are addressed, but they seem tame compared to other dark moments of his checkered past: nearly killing his wife Sharon during an alcohol-induced blackout, waking up after a bender in the middle of a busy highway, burning down his backyard, etc. Osbourne is confessional to a fault, jeopardizing his demonic-rocker reputation with glib remarks about his love for Paul McCartney and Robin Williams. The most distinguishing feature of the book is the staggering chapter-by-chapter accumulation of drunken mishaps, bodily dysfunctions and drug-induced mayhem over a 40-plus-year career—a résumé of anti-social atrocities comparable to any of rock ’n’ roll’s most reckless outlaws.
An autobiography as toxic and addictive as any drug its author has ever ingested.Pub Date: Jan. 25, 2010
ISBN: 978-0-446-56989-7
Page Count: 320
Publisher: Grand Central Publishing
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Dec. 1, 2009
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