book

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My book “The Ad-Free Brand” is available for presale on Amazon.com


I was looking for a new book on Amazon.com today that I read about in the New York Times, and while I was there, I thought I’d do a quick search to see if my book was available for pre-sale yet. Lo and behold, there it was!

Kind of exciting for a first-time author.

Now I just need to finish it so I can meet that August publication date. I’ve written about 220 pages in the last three months, and am pretty close to being done. If all goes well, the final bits will be off to my editor by the end of the month.

I’ve been sneakily testing out some of the concepts I’ll cover in the book in recent blog posts for opensource.com, the MIX, and Fortune, but over the coming months I’ll be previewing even more of it right here on Dark Matter Matters.

Okay, enough with the blogging… must… finish… chapter… seven…

I’m writing a book


For my first post of 2011, I thought I’d share some interesting news: I’m writing a book.

The title is The Ad-free Brand: Secrets to Successful Brand Positioning in a Digital World. It is intended to be a hands-on guide to help organizations of any size in any industry effectively position their brands in a what I’d call a post-advertising world.

I’m writing it not just for marketing/communications types, but for anyone who is interested in learning more about how to effectively position their brand using 21st century tools and strategies, whether the brand is a product, a website, a small business, a non-profit, a person, or a Fortune 500 company.

As those who’ve read my brand positioning tips know, I’m a bit of a positioning junkie. But my frustration has been that I haven’t found a really good resource that helps people manage and grow brands that can’t afford (or choose not to do) big fancy advertising campaigns. If you read through the classic texts like Positioning: The Battle for Your Mind by Jack Trout and Al Ries, they are filled with examples of executing positioning through advertisements, taglines, and marketing campaigns.

But as good as the positioning concepts themselves are, I’m not sure the advertising-driven execution of these concepts is as relevant in 2011 as it was in the 20th century. My goal with The Ad-free Brand is to teach people the timeless principles of good brand positioning, then show them how to apply them a new kind of way using the lessons I’ve learned from the open source world and elsewhere.

As some of you know, I spent the first part of my career in book publishing, first as a literary agent then as an editor. Writing a book is something I’ve always wanted to do, so I’m kind of excited, but also pretty nervous. Yikes!

The Ad-free Brand will be published by Pearson/Que sometime in Fall, 2011. I’ll keep you up to date on my progress along the way. Finally, I just want to say thanks for coming by and reading some of my posts this past year. If you notice me writing a few less original posts during the next few months, now you know why:)

Happy new year!

Hey, I Wrote a Book!

The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

Available now in print and electronic versions.

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