In this groundbreaking book, media and marketing strategist Andrew
Davis shows you how to partner with other brands and undiscovered
talent to create content that drives demand for the products and
services you sell. Brandscaping is a big, infectious idea-a new
marketing methodology that begins with one simple observation: a
rising tide lifts all ships. Davis dishes up dozens of case studies
showing how all types of individuals, companies, and brands have
tapped into the power of brandscaping to achieve unparalleled
success, often using resources already at their disposal. What if
you stopped renting time or space ("advertising") and started
investing in content-content that you'll own? What if you tapped a
trend or created a movement? What if you authentically embraced
your most loyal fans? What if... you became a brandscaper?
Successful brandscapers think more like television producers and
less like marketers. In the new media world, everyone has an
audience. No one needs the traditional media monarchies to access
their audience anymore. Davis encourages you to reconsider your
spend on advertising, forget about trying to obtain PR one-hit
wonders, and start seeking out valuable replacements for
inauthentic celebrity "endorsements." Reinvest that money, he says,
on creating valuable content and watch your marketing expenses turn
into powerful content assets. Brandscaping trains you to unearth
authentic, talented "spokespeople" in a world where everyone is a
publisher, podcaster, YouTuber, or digital photographer; people
whose existing audiences, no matter how small, will become your
future customers. Davis demonstrates how electronics manufacturers,
retailers, home builders, associations, non-profits, individuals,
and many others have benefited from the ability to tap into the
power of niche markets. Davis also shows you how to identify and
appeal to the passion points that inspire digital influencers,
prosumers, and consumers to take action. Your marketing will be
more effective and you'll fill your pipeline with higher-quality
leads. Brandscaping will transform the way you market. Brandscaping
is symbiotic marketing that can fund start-ups, aid non-profits,
even change entire industries. Once you begin thinking like a
brandscaper, you'll be able to easily see the benefits of
connecting computer consulting to game shows; insurance sales to
motorcycle parts; 'Foreman Grills to dorm-room cuisine;
transportation professionals to hit television shows; backyard
poultry to suburban hardware stores; watercraft sales to music
videos; and so much more. In Brandscaping, you'll uncover
opportunity at every turn. Davis' entertaining and artfully-crafted
stories each deliver on a clear lesson and an optimistic business
challenge to ask yourself, 'what if?' Brandscaping is both an
intellectual exercise and a practical guide. It's a refreshing,
insightful take on how marketing and media will work together in
the future. It is specifically crafted to be embraced by C-suite
executives and implemented by savvy marketing professionals. Get
ready to brandscape
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