ONCE IS NOT ENOUGH | The DARLOW Rules

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HOW TO BUILD A BRAND AND MARKETING PLAN

(LESSON #1): LEARNING HOW TO BECOME A GREAT MARKETER

PLANNING TEMPLATE DOWNLOAD
BOOK DOWNLOAD: THE DARLOW RULES
WHAT IS A BRAND? (1:48)
YOU'RE NOT AS SMART AS YOU THINK YOU ARE (3:07)
THE WORLD IS YOUR CLASSROOM (2:01)
GET OVER YOURSELF (1:54)

(LESSON #2): IDENTIFYING YOUR BRAND OPPORTUNITY

IF YOU CAN BUILD YOUR BRAND, YOU CAN BUILD THEIRS (1:46)
DON'T PLAN FOR TOMORROW UNTIL YOU KNOW WHERE YOU ARE TODAY (3:45)
BRAND ANALYSIS (3:18)
BRAND ANALYSIS PART 2 (2:03)
WHAT WE SEE IS WHAT YOU GET (2:56)
MAKE A BETTER BOOK COVER (1:52)
STOP LYING (1:20)
INDUSTRY ANALYSIS (1:52)
COMPETITOR ANALYSIS (2:38)

(LESSON #3): DIFFERENTIATING YOUR BRAND

WHAT IS DIFFERENTIATION? (1:57)
WHY DO YOU NEED DIFFERENTIATION? (1:57)
HOW I DIFFERENTIATED MY BRAND (2:34)
THE POWER OF THE WORD "ONLY" (1:49)

(LESSON #4): BUILDING YOUR BRAND POSITIONING STATEMENT

WHAT IS A POSITIONING STATEMENT? (2:15)
THE DIFFERENCE BETWEEN A POSITIONING STATEMENT AND A TAGLINE (1:59)
POSITIONING OR TAGLINE? (2:20)
HOW TO BUILD A POSITIONING STATEMENT (1:46)
FINGERS ARE BRANDS TOO (2:19)
WRITING YOUR POSITIONING STATEMENT (1:45)
YOU HAVE A POSITIONING STATEMENT. NOW WHAT? (1:32)

(LESSON #5): LEARNING HOW TO BECOME A GREAT MARKETER, PART 2

DON'T SKIP STEPS (1:27)
IF YOU'RE NOT OBSESSED WITH BUILDING A BRAND, YOU WON'T (2:18)
THERE ARE NO PARTICIPATION AWARDS (2:00)
OBJECTIVES VS STRATEGIES VS TACTICS (2:28)
WHY OBJECTIVES MATTER (1:57)
IF IT'S NOT ON PAPER, IT'S NOT REAL (2:59)
GO HOME (2:44)

(LESSON #6): BUILDING BRAND IDENTITY

VISUAL IDENTITY (3:03)
CONSISTENCY AND FREQUENCY (3:28)
PREDICTABILITY (2:20)
PICK A COLOR (3:37)
STOP ROBBING PETER'S LOGO TO PAY PAUL (2:58)
ONCE IS NOT ENOUGH (2:57)
SOMETIMES ALL YOU NEED IS A BASE HIT (2:14)
DRESS THE PART (2:40)

(LESSON #7): BUILDING AN AUDIENCE

BUILDING AN AUDIENCE (2:16)
PEOPLE FOLLOW LEADERS AND LEADERS DON'T FOLLOW ANYONE (2:00)
QUALITY OVER QUANTITY (3:10)
NETWORKING (3:02)
ENGAGE YOUR AUDIENCE (2:02)

(LESSON #8): BUILDING A COMMUNICATION PLAN

CREATING CONVERSATION (1:49)
TALK WHEN THEY'RE NOT (2:11)
GIVE YOUR AUDIENCE WHAT THEY WANT, NOT WHAT YOU NEED (2:27)
PEOPLE TRUST PEOPLE, NOT COMPANIES (2:03)
INFLUENCERS EXIST AND YOU NEED THEM (3:57)
FISH WHERE YOUR FISH ARE (2:18)
THERE'S MORE TO MARKETING THAN SOCIAL MEDIA (2:37)
IT'S EASIER TO CRASH A PARTY THAN THROW A PARTY (2:08)
DON'T CHASE THE STORM (1:49)
CONTENT IS CURRENCY (1:46)
DON'T BRAND SCARED (2:23)

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ONCE IS NOT ENOUGH

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