The Brand Gap: Revised Edition (2nd Edition)

Where will the next customer come from? In Obviously Awesome, Help the right customers understand why your product matters. April Dunford presents a structured approach to positioning, connecting your strongest capabilities with the buyers who value them and the market context that makes those advantages clear. The book connects context, value, market, and message to this challenge. Use these ideas to learn what customers need, choose a way to reach them, and listen to the response.

Where will the next customer come from? In The 1-Page Marketing Plan, Replace scattered marketing efforts with a clear plan you can use. Allan Dib breaks the customer journey into manageable decisions, from choosing your audience and message to following up with leads and building lasting customer relationships. The book connects target, message, channels, and follow-up to this challenge. Use these ideas to learn what customers need, choose a way to reach them, and listen to the response.

What makes a brand stand out? In The Brand Flip, Marty Neumeier explains how customers shape a brand through identity, meaning, and belonging, and why a business must invite people to participate rather than just broadcast a message. Explore customer, meaning, belonging, and community as connected parts of that challenge. Use the ideas to ask what customers remember, believe, and experience when they meet your business.

Where will the next customer come from? In Building a StoryBrand 2.0, Make your message easier for potential customers to understand. Donald Miller's revised StoryBrand framework shows how to organize your marketing around the customer's problem, your role as a guide, and a clear next step. The book connects customer, problem, guide, and action to this challenge. Use these ideas to learn what customers need, choose a way to reach them, and listen to the response.