What do you think?
Rate this book
Brandscaping: Unleashing the Power of Partnerships
What if you stopped renting time or space (“advertising”) and started investing in valuable 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?
Brandscaping is a big, infectious idea—a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. In this groundbreaking book, media and marketing visionary 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. 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.
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!
Brandscaping is a big, infectious idea—a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. In this groundbreaking book, media and marketing visionary 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. 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.
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!
- GenresBusiness
276 pages, Paperback
First published August 22, 2012
24 people are currently reading
244 people want to read
About the author
Andrew M. Davis
3 books15 followersAndrew Davis has wrangled for The Muppets and written for Charles Kuralt. He’s marketed for tiny startups and Fortune 500 brands. His novel combinations of old ideas that leverage new technology have been tapped by the Obama administration and Russian media moguls. Brandscaping: Unleashing the Power of Partnerships, his new book, puts his common sense approach to work for you.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 12 of 12 reviews
August 14, 2016
This book most interesting parts are from beginning to the middle pages. Talking more about taking relationship beyond expectation, a kind of marketing in this digital era-bury the old system advertising as who needs hard selling anyway. Now being more personal and offer valuable information thru killer contents are all about. A super investment-worth to read for marketer or business owners!
February 14, 2013
If you are a marketer, this is an important book to read. Davis paints an exciting future for marketing in specific examples. The common thread? Content, brand and imagination. The outcome is a remarkably powerful way to drive results for your business.
March 31, 2013
Fun take on marketing. I really enjoyed the case studies. Wish more business books had examples written like this.
March 3, 2016
Awesome book with so great examples of how to brandscape with others to build your brand into something really wonderful.
March 17, 2017
Great book. I wish there were some more examples with having a very small business of just around a few employees.
February 9, 2021
Great book in terms of principles, but it took me forever to get through. It felt long and I would often put it down cause it was boring, I feel the author could have structured the book to keep the reader engaged more.
In terms of content, it has tons of great ideas and examples around how to Brandscape and the value of doing so - since reading the book, we have dabbled a bit in this with success! Nuggets: Find you audience through things they already enjoy, be careful of TOO much content, know where your customers are in each marketing endeavor, and don’t be afraid to think outside of the traditional box of how to tell customers about you
In terms of content, it has tons of great ideas and examples around how to Brandscape and the value of doing so - since reading the book, we have dabbled a bit in this with success! Nuggets: Find you audience through things they already enjoy, be careful of TOO much content, know where your customers are in each marketing endeavor, and don’t be afraid to think outside of the traditional box of how to tell customers about you
July 11, 2014
The basic premise of this book is that businesses need to think about marketing in a totally new way -- instead of advertising and promotions they should create partnerships with content creators who already talk to the audience the business wants to reach and collaborate in a way that authentically represents their brand. There are a lot of cases described in the book where this has been done, most of them not to the extent the author thinks they could have.
There are a lot of interesting questions raised in this book that are worth considering if you are trying to promote a brand (which could be a project or a non-profit, not just a business). I'm not sure this approach is as magic as the author contends, but the book is thought provoking and worth reading.
There are a lot of interesting questions raised in this book that are worth considering if you are trying to promote a brand (which could be a project or a non-profit, not just a business). I'm not sure this approach is as magic as the author contends, but the book is thought provoking and worth reading.
September 16, 2014
Brandscaping appeared to be a more insightful book than I expected. The main premise of the book is the advantage of partnership between brands and content producers that use the products to achieve popular objective.
Brandscaping suggests that brands can gravitate to other brands targeting the same audience similar to mall structure. Whole Food store at the mall would attract different type of businesses compared to Target. The book has been created to be not “how to” book, but “how to think” book – what makes sense after finishing it.
Brandscaping suggests that brands can gravitate to other brands targeting the same audience similar to mall structure. Whole Food store at the mall would attract different type of businesses compared to Target. The book has been created to be not “how to” book, but “how to think” book – what makes sense after finishing it.
April 25, 2013
I consider myself a savvy marketer and often think of ways to brandscape. Andrew's book gave me even more ideas and inspiration. I've told the nurse Kennedy story at least a dozen times. Well done Andrew!
January 22, 2016
I heard Andrew give a talk about Brandscaping and Nemo several years ago, but finally read the book.... WOW!!! I couldn't put it down and came up with 12 solid ideas while reading it that I can't wait to implement.
April 17, 2017
Good food for thought on the power of authentic collaboration
May 2, 2017
Read as part of the Small Biz Book Club. The book is partly aimed at larger structures, but the ideas are well applicable to very small businesses as well. Sparked lots of ideas !
Displaying 1 - 12 of 12 reviews