{"id":5453,"date":"2014-05-04T16:38:29","date_gmt":"2014-05-04T16:38:29","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5453"},"modified":"2014-12-20T17:02:20","modified_gmt":"2014-12-20T17:02:20","slug":"what-is-bulletproof-branding-my-forward-for-westfallonlines-new-book","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2014\/05\/what-is-bulletproof-branding-my-forward-for-westfallonlines-new-book\/","title":{"rendered":"What is BulletProof Branding? My Forward for @westfallonline\u2019s New Book"},"content":{"rendered":"

POSTED BY\u00a0CHRIS WESTFALL<\/a>\u00a0ON APR 25, 2014<\/h1>\n
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\"What<\/a><\/div>\n<\/div>\n

Introducing\u00a0BulletProof Branding<\/em><\/h2>\n
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Here\u2019s the foreword to my new book by none other than\u00a0Ted Rubin<\/a>, one of the greatest strategic marketers on the planet. As an expert I really respect, I had to ask Ted to comment on the book \u2013 and, of course, he offered his insights as only he can. \u00a0The book\u00a0launches on May 1, 2014<\/a>, and I\u00a0wanted to share Ted\u2019s foreword with you.<\/strong><\/em><\/div>\n
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What is your relationship with your brand?<\/h3>\n

Getting the right message to the right people at the right time is an age-old marketing mantra. And how you hit that sweet spot has been foremost in the minds of every marketer since people started selling things to each other. That hasn\u2019t changed over the years, but our ability to connect with each other and gather information about each other has.<\/p>\n

Today\u00a0technology brings us closer together<\/a>\u00a0as people. However, as marketers we have to look at new technologies not as solutions, but as tools for driving conversation. We need to be more focused on personal connection and on using technology to build and nurture relationships.<\/p>\n

That\u2019s why I wrote\u00a0Return on Relationship<\/a><\/em>\u00a0with Kathryn Rose \u2013 because the concept of personal connection is one that transcends time and technology. In this book, Chris Westfall has created a different kind of roadmap to the branding conversation \u2013 a conversation that considers\u00a0the people that matter most<\/a>\u00a0to your brand. More importantly, he offers insight into what companies like Cisco, IBM and Cargill are doing to further the conversation \u2013 a conversation that\u2019s enabled by technology, but strategically determined by people.\u00a0People just like you<\/a>.<\/p>\n

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\"paperbackstack\"<\/a><\/div>\n

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The bottom line is really your mindset and how you approach marketing in the first place. Are you in it for the most part to get more eyeballs, or are you in it to develop relationships? The conversation around your brands\u2019 value is a two-way dialogue, and you owe it to yourself to consider the strategies included in this book. It doesn\u2019t matter if you are the social media manager for a multi-billion dollar brand or a solopreneur interested in better personal branding. The concepts you need to build\u00a0the relationships you deserve<\/a>\u00a0are all here for you.<\/p>\n

As you begin this book, consider these questions about your organization:<\/p>\n