Think Two Products Ahead

Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits

Ben Mack

244 pages, parution le 12/02/2007

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Résumé

This commonsense guide lets you develop your brand with the same techniques and technologies as the big players-but without all the cost. You'll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand.

L'auteur - Ben Mack

Ben Mack is a sales and marketing expert and an award-winning ad-man who has worked on high-profile campaigns at several prominent agencies, including J. Walter Thompson, BBDO, WestWayne, T.G. Madison, WONGDOODY, and Deutsch.

Sommaire

Pool Hall Wisdom
Brand Misinformation versus Back-End Thinking
The Common Thread and Thinking Two Products Ahead
Branding? Be Good to Your Gander
Branding Processes Are Strikingly Similar
What's a Brand Essence?
Legendary Branding
Extracting a Brand Essence
The Kama Sutra of Marketing: Five Basic Positions
Framing to the Right Target Audience
Structured Creativity: Framing Tools
Creativity on Demand: Why Ad Agencies Can't Brainstorm
Feed Their Passions
Plan to Have Many Conversations
Everything Communicates
Storytelling: Letting the Genie Out of the Bottle
Branding and Thinking Two Products Ahead

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Ben Mack
Parution	12/02/2007
Nb. de pages	244
Format	14,5 x 22,5
Couverture	Relié
Poids	378g
Intérieur	Noir et Blanc
EAN13	9780470055762
ISBN13	978-0-470-05576-2