New Release: Lean Startup BRANDING

Lean Startup BRANDING (LSB) Workbook 2, is the first marketing book to unify the marketing/branding process. LSB brings together target marketing methods with graphic design techniques, to produce smart marketing strategies and striking campaigns that uniquely brand your products, services, and company.

Bestselling author, and Stanford Marketing instructor, J. Cafesin, introduces an entirely new Branding paradigm. LSB takes you step-by-step through the branding and marketing of your new venture. Create corporate and product identity packages. Examine the fundamental principles of effective design, and learn to produce multichannel print and digital marketing campaigns that get greater response.

You must continually produce campaigns to create a thriving business. Through text, slides, challenges and projects, LSB Workbook 2 empowers entrepreneurs to CEOs with the knowledge to create and produce professional-quality digital and print marketing, that generate the greatest conversion (clicks; try; buy; subscribe).

● Learn to create a complete Corporate Identity. Establish product and/or company names, then create striking logos that can scale from social media feeds to the side of your building. Establish your startup’s voice with taglines that tout your company’s unique value.

● Study graphic design techniques, such as layout, eye-tracking, responsive grid systems, typography, and how to execute attention-grabbing branding and advertising campaigns.

● Discover the components in imagery that create visual impact, and the myriad of sources to get spectacular visual content, at little to no cost.

● Examine print and digital reproduction. Begin a visual library of high-quality images and video clips to use in your marketing efforts for both print and online campaigns.

● Review SEO (search engine optimization) techniques and best practices.

● Explore online technology, and how to increase engagement with your digital marketing efforts.

● Course projects include developing a complete identity for your offerings and startup, as well as an array of effective print and digital marketing campaigns to introduce your new offerings, and promote your business.

At the completion of LSB Workbook 2: BRANDING, you will have gained the ability to design and inexpensively produced tightly targeted, professional-quality marketing campaigns to turn your startup into a thriving, sustainable business.

https://lnkd.in/gE9h4ej

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A True Email Tale

This morning I came into my office and there was an email from my husband. It was title, “The terminator is coming…” No joke. That was the exact SUBJECT LINE of his email.

I don’t care that another Terminator movie is coming out. I liked only the first and second Terminator movies, and thought the rest (and Arnold Schwarzenegger) were crap.

I didn’t open his email. I trashed it. I didn’t see the link he had inside it, but even if I did, I wouldn’t have paid attention it with his email subject line.

As I reviewed my emails, I watched the news, as I do every morning. The segment was on Boston Dynamics, a well-known robotics firm. They were showing off the agility their Atlas robot, doing a back flip! I was so blown away, it looked so real, like a person, I sent the video clip to my husband and kids. My subject line: “Totally cool robot moves!”

My husband sent me back an email, “I sent this video to you this morning.”

Hmm…he did? I didn’t see it.

“It was in the email about the terminator coming,” he wrote. “I guess I gave my email a bad title.”

No shit.

WORDS MATTER! Marketing/Copywriting must choose the RIGHT WORDS for the right audience to get response.

Making It With Your Muse

How do you get good at anything? Practice.

How do you get great? Obsession—Practice most all the time.

Pick any famous author, artist, musician, and they’ll all have obsession in common. And while we, the public, enjoy the fruits of their creative labor, those closest to these individuals were/are generally left wanting.

Charles Schulz, creator of the Peanuts comic strip, “was an indifferent and often inattentive father and husband.”

Rod Serling, of Twilight Zone fame, “worked 12 hours a day seven days a week, [and] his wife, Carol, tended to their daughters, Jodi and Anne.”

Adrienne Armstrong, wife of Billy Joe Armstrong of Greenday said of her husband after the release of the album American Idiot, “I think it challenged us to a new level, pushed us pretty far, the farthest I ever want to go.” The creatives above are all men. All married and all had/have children.

Now lets explore a few famous women.

The romance novelist Jane Austen never married. She was, in fact, ‘relieved in later life to have avoided the pitfalls of married life, not least the huge risks of childbirth, “all the business of Mothering.”’

Georgia O’Keeffe, the surrealist artist “wanted to have children but agreed with him [her husband, Alfred Steiglitz] that motherhood was incompatible with her art. She needed to focus all of her attention on her painting.”

Oprah Winfrey, the media mogul has never married, “the very idea of what it means to be a wife and the responsibility and sacrifice that carries — I wouldn’t have held that very well.” And she never had children. “If I had kids, my kids would hate me. They would have ended up on the equivalent of the “Oprah” show talking about me; because something [in my life] would have had to suffer and it would’ve probably been them.”

Ms. Winfrey had the guts to address the unvarnished, unspoken truth when she referred to the “responsibility and sacrifice,” in being a partner and parent. The investment of time, physical and psychic energy it takes to keep a marriage vital, and the even greater demands of being a conscientious parent, interferes, and often waylays the creative process.

Men have historically been the breadwinners in the family environment. And while this trend is slowly changing, the fact is women who seek personal excellence, especially in the arts, often have to choose between pursuing greatness and being, at least, an available partner and parent. Even today, men rarely have to make this choice. Regardless of this disparity, anyone, man or woman, obsessed with becoming great [at anything] should recognize the ‘sacrifice’ and costs to pursuing brilliance.

As a wife, mother, and a writer, my creative muse is constantly vying for prominence over the needs of my husband and especially my children. When my kids were babies, the creative process encountered fewer distractions. I could stay rapt in story, run dialog in my head while changing diapers or pushing them on the swing at the park. Small kids, small problems. Big kids, big issues. Now the parent to a tween and teen, my siren is often overwhelmed by the very real traumas and trials of adulthood my children face every day. To help them navigate these tumultuous times, I question, probe, even invade their space to stay connected, be there for them as a sounding board, a trusted confidant to lean on, to envelope them in a hug and hold them when they’re falling.

I chose to marry, to have kids. And while I willingly choose to be present, available for my family, forfeiting the relentless pursuit of my creativity is a battle I engage in daily. Much of my fiction focuses on this internal war, as in my novel Reverb, through James Whren’s obsession with his music, the cost to the lives he touched and the price he eventually paid absorbed in making it with his muse. My recent novel, Disconnected, explores the propaganda of the 1960s still being sold today, as Rachel struggles with the reality that we can’t ‘have it all,’ be everything we want to be, and still be there for our kids and family.

We glorify the brilliant author, the renown artist, successes in business, often secretly wish to be one of the famous. But to become great at anything means obsessively working at the job or craft, honing a skill set with relentless practice, which is the fundamental reason why genius is so rarely achieved. The price those who solely engage with their creative muse must pay is actualizing a full and balanced life.

Marketing Fiction

Am I two inches from the floor I can’t see, or the next step is a 200 ft drop? Nik Wallenda
Been fighting myself over this since i started writing fiction. I face this battle every goddamn time I sit in front of my laptop, the cursor blinking at me, waiting patiently for me to decide if should quit fine writing today, and go back to writing copy, because unlike continuing to write fiction, a ‘real’ job will get my kids through college.
Then the voice of Fantasy taunts: “It is possible, if you keep writing and marketing, that you’ll get well known enough to make a living as a fine writer…I could be an inch from the ground…it’s possible…”

Have an idea you want to turn into a ‪#‎Startup‬?

Learn how to launch a Startup for a current idea or one in the future!
Learn how to launch a Startup for a current idea or one in the future!

Have an idea you want to turn into a ‪#‎Startup‬? Learn how, and then LAUNCH IT IN CLASS!:

http://extension.berkeley.edu/search/publicCourseSearchDetails.do?method=load&courseId=40228