Juicing the Orange

How to Turn Creativity into a Powerful Business Advantage

Pat Fallon, Fred Senn

228 pages, parution le 13/07/2006

Ajouter à une liste

Indisponible

Résumé

Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results.

Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.

Sommaire

Redefining creativity in today's marketing environment
Outpacing the commoditization of your brand : how the right emotional connection freed Citibank from the commodity trap
Fighting for your brand's voice : how United Airlines stayed connected with its core customers through multiple crises
Establishing and leveraging a category advantage : how a catchphrase captured the category for Holiday Inn Express
Overcoming a serious branding problem : how Skoda UK rescued its brand from public ridicule
Reviving a mature consumer brand : how a relic from the corporate Attic revived Lee Jeans
Reenergizing a mature business brand : how EDS emerged from B2B brand obscurity
Choosing the best media for the message : how BMW reached drivers on their own turf - the Internet
Marketing a network of businesses under one brand : how the islands of the Bahamas reorganized as a brandable destination
Rethinking customer engagement : why share of market no longer depends on share of voice
Lesson learned : how to juice your environment for creativity

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Pat Fallon, Fred Senn
Parution	13/07/2006
Nb. de pages	228
Format	16,5 x 24
Couverture	Relié
Poids	550g
Intérieur	Noir et Blanc
EAN13	9781591399278
ISBN13	978-1-59139-927-8