Goats in TreesThe Whys and Why-Nots of Successful Branding,   Marketing and More    by J. Mark Bangerter
(Goats in Trees: The Whys and Why-Nots ofSuccessful Branding, Marketing and More)Copyright © 2011 by (J. Mark Bangerter)Al...
For Maverick	  
ForewordBranding? What’s that?      That might be whatyou’re asking yourself if you’re consideringreading this book on bra...
In a nutshell, branding is all the behind-the-scenes thinking that should happen before anymarketing or promotion gets und...
So by giving your brand some attention you canstand out from the crowd and really connect withyour customers in a more mea...
 iv
PrefaceI have been writing Goats in Trees for nigh ontwo years. It started as a blog. (I do not considermyself a blogger)....
This is not Branding for Dummies. Goats in Trees isintended to make you think. Even if I told youhow to do something and e...
Everyone who reads this is at a different point inhis or her life. One might be unemployed andstruggling to support his fa...
You can apply this to anything that you do. Youcan pick up this book a year from now and re-read it and you will get somet...
CHAPTER 1       Goats in Trees?Have you ever seen such a thing? There are goatsin Morocco that love to eat the leaves from...
All of my life I knew that goats did not climbtrees. No one ever told me that specifically. I justknew it. I knew that goa...
They graze and eat grass and weeds.But “Goats in Trees?”             It just blew my mind.                                ...
Are You a Ground Goat or a                   Tree Goat?You might say proudly, “I am not agoat!”Well, this is my book. My n...
Or are you climbing the trees that no                one else thought possible?Just because no one has ever done it with h...
6
And then do it           7
8
Inspiration has a limited time warranty. If youfail to act on inspiration within a decent amountof time, you do not get to...
10
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  1. 1. Goats in TreesThe Whys and Why-Nots of Successful Branding, Marketing and More by J. Mark Bangerter
  2. 2. (Goats in Trees: The Whys and Why-Nots ofSuccessful Branding, Marketing and More)Copyright © 2011 by (J. Mark Bangerter)All rights reserved. No part of this book may bereproduced or transmitted in any form or by anymeans without written permission from the author.ISBN: 1467975559ISBN-13: 978-1467975551Printed in USACover photography by Staff Sergeant Whitney Houston
  3. 3. For Maverick  
  4. 4. ForewordBranding? What’s that? That might be whatyou’re asking yourself if you’re consideringreading this book on branding. Maybe you’restruggling to define your business’s brand ormaybe you’re trying to better communicate yourpersonal brand to clients or potential employers.You might be wondering what branding is andhow on earth you could apply any brandingconcepts to your business or personal brand, orwhy you should even try to do this. After all,who cares? i
  5. 5. In a nutshell, branding is all the behind-the-scenes thinking that should happen before anymarketing or promotion gets underway. I alwayssay that branding isn’t rocket science, but it sureisn’t easy either. Understanding brand conceptsisn’t the hard part, but knowing how to applythem into building a strong and memorablebrand is a totally different story.And knowing how to take these concepts and usethem to make a brand memorable and relevant toyour customer or audience is the key to having asuccessful brand and something every brandshould spend time on. But the fact of the matteris many brands don’t spend time on this.Goats in Trees does a good job of boiling downsome of the basic concepts of branding into easy-to-understand and applicable ideas that you canuse to develop your brand whether it’s for yourbusiness or yourself.ii
  6. 6. So by giving your brand some attention you canstand out from the crowd and really connect withyour customers in a more meaningful andrelevant way.Diane DiazFull Sail University iii
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  8. 8. PrefaceI have been writing Goats in Trees for nigh ontwo years. It started as a blog. (I do not considermyself a blogger). One day I looked back at myposts and said to myself, “I have got some goodstuff here. I should write a book.” So yes, you canfind some of the pages from this book on myblog. But not the whole book. What I have donehere is taken content that I had already written. Iorganized it. I wrote new content. I organizedthat. I formatted and edited and now we haveGoats in Trees. v
  9. 9. This is not Branding for Dummies. Goats in Trees isintended to make you think. Even if I told youhow to do something and even if I gave you astep-by-step guide, it still comes down to onething – you have to do it. You have to be the oneto get inspired and get it done.(Let me qualify my previous statement. There aresome things I do write out as a step-by-stepprocess, but very basic. You still have to do thework. Nothing should take more than three stepsto complete. If it does, you are over thinking it.)I wrote this as a branding book. But you can readit as a cookbook, a book on dancing, a smallbusiness book, etc. This book can be anythingthat you want it to be. If anything, apply this toBrand You (a term coined by Tom Peters) andyou can use this as a guide to finding a new job.Apply the principles to whatever it is you aredoing. Apply them to yourself as a person.vi
  10. 10. Everyone who reads this is at a different point inhis or her life. One might be unemployed andstruggling to support his family. One might be amillionaire and looking to expand her empire.There is a different story here for everyone whoreads, because each one of us is different.Everyone will take something differently awayfrom this.Goats in Trees is not just about branding. I talk alot about branding as well as marketing becausethose are the things that I am passionate about.What are the things that you the reader arepassionate about? Apply it to that while you arereading.Goats in Trees is about recognizing the laws thatwe have to obey (the Whys), what rules arecompletely bogus, and what we can do todifferentiate ourselves from the herd (the Why-Nots). vii
  11. 11. You can apply this to anything that you do. Youcan pick up this book a year from now and re-read it and you will get something completelydifferent out of it. I write the way that I write tomake you think. My telling you what to do is notgoing to do anything for you. My inspiring youto think will do wonders.That is my goal with this book. I hope that youcan become inspired. I hope that you can findwhat it is that you are looking for. I hope that youcan extract the tiniest tidbit of something that Ihave said and turn it into the greatest idea thisworld has ever seen. I would be overjoyed if youwere able to take something that I have said andbecome inspired to greater things. J. Mark Bangerter November 14, 2011viii
  12. 12. CHAPTER 1 Goats in Trees?Have you ever seen such a thing? There are goatsin Morocco that love to eat the leaves from acertain tree. So what do they do?They simply climb the tree and eat the leaves. Noone ever told them that goats do not climb trees.Mountain goats climb mountains, but I havenever heard of a tree goat. 1
  13. 13. All of my life I knew that goats did not climbtrees. No one ever told me that specifically. I justknew it. I knew that goats do not climb trees.But now, all of a sudden, I have experienced acomplete paradigm shift. I have seen a photograph of a goat in a tree.I guess it could have been Photoshopped, but Iam pretty sure that it wasn’t.Military photographer, Staff Sergeant WhitneyHouston, who is a friend of mine, took the photothat appears on the cover, while he was stationedin Morocco.But I always imagined goats as mobile trashcompactors. They eat whatever trash they canfind on the ground.2
  14. 14. They graze and eat grass and weeds.But “Goats in Trees?” It just blew my mind. 3
  15. 15. Are You a Ground Goat or a Tree Goat?You might say proudly, “I am not agoat!”Well, this is my book. My name is on the cover. Inmy book, you are a goat. If you do not like it, youhave no business reading any further. (Norefunds.) And you are either a Ground Goat or aTree Goat.The Ground Goats are the goats that live up toour expectations (which in this case is not a goodthing). The Tree Goats do the unexpected.Are you doing what all the other goats do andgraze in the pastures and eat trash?4
  16. 16. Or are you climbing the trees that no one else thought possible?Just because no one has ever done it with his orher brand, does not mean it is impossible. If youcan think it, you can do it. Or else, why would you think of it? You just have to get creative and work a little bit.As you read this, keep a notebook or voicerecorder handy. Make notes in the margins, it isyour books for crying out loud! You paid for it.You will be inspired and you will need toremember that inspiration.Write it down. Record it. Tap-tap it into youriPad and email it to yourself. Immortalize itsomehow… 5
  17. 17. 6
  18. 18. And then do it 7
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  20. 20. Inspiration has a limited time warranty. If youfail to act on inspiration within a decent amountof time, you do not get to complain when theForces-that-be give you bad juju. (And they will!)You failed to act. When you are inspired, write itdown and then do it ASAP! Im absolutelyserious here. These are pearls Im handing to you here. 9
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