8周打造第一品牌 Why Johnny Can't Brand
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作者： Bill Schley著
出 版 社： 上海蓝泉外文图书有限公司
出版时间： 2005-12-1字数：版次： 1页数： 222印刷时间： 2005/12/01开本：印次：纸张： 胶版纸I S B N ： 9781591841128包装： 精装编辑推荐
作者简介：
Bill Schley and Carl Nichols, Jr., are partners at david, inc, a brand consulting firm in Connecticut. During their careers they’ve worked with major global companies like Procter & Gamble, Coca-Cola, IBM, and many others. Schley was previously a creative executive at a major New York ad agency and won the industry’s Effie Award. Nichols was previously the CEO of Einson Freeman and a managing director at D’Arcy.
内容简介
Too many companies think that splashy advertising and cool packaging is the same thing as branding. Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to differentiate their product or give consumers a real reason to pay attention. Then they wonder why their campaigns fail.
This in-your-face, down-to-earth guide explains real branding: the process of creating an exclusive idea of value that consumers can trust you to deliver consistently. It offers a unique eight-week program that can help any company create a #1 brand by focusing on the one big idea that will make people really want your product or service.
The same principles apply to Ford Motor Company and Frankie’s Lawn & Garden shop. Schley and Nichols teach readers how to:
• abandon their precious lists of features and benefits
• focus on a simple, singular message
• distill a killer dominant selling idea
• roll out a new brand identity
目录
Introduction: "Houston (and New York, Chicago,
Boston)... We Have a Problem"
I. The Day Marketing Jumped the Guard Rail
II. Singing Chimps and Rioting Brides
III. One Small Detail: It Ain't Branding
IV Real Branding
V. The Sexiest Thing of AU
VI. Use Only as Directed
VII. Found Money
Part One--Thinking
I. BACK TO SCHOOL
1. So Why Can't Johnny Brand?
Three Main Reasons
Ira Real Brand Is an Asset, What's It Worth in
Dollars and Cents?
Branding Anything
The One Caveat
Three Days from Now at 8 AM
2. Quick What's a Brand? (The Chemistry of One-Track Minds)
Your Single-Minded Urge
So... What's a Real Brand?
Good Brand Versus Bad Brand a Practical Definition
A Real Selling Brand
Finally (This Is Important), Let's Get Straight on the Word "Branding"
In the Time Before Cocoa Puffs
To Be or Not to Be--That's Not the Question
3. The Rules for #1 Brands
"Wisdom for Dummies"
The Brand Titans
What They Found~the Granite Pages
GRANITE PAGES I-VI: RULES TO DIFFERENTIATE AND DEFINE
Granite Page I
The Number 1 Is Holy
The Five Rules of One
1. The "One Item of'Carry-On'" Rule
2. The "Dominant Selling Idea" Rule
3. The "Unlimited Specialty" Rule
4. The "Captain Kirk" Rule
5. The "Eye of the Beholder" Rule
Granite Page II
Your Name
Granite Page III
The Universal Paradox
Granite Page IV
Own It
Granite Page V
The Importance of Being Important
Granite Page VI
Credibility
4. Granite Pages VII-XVII: Rules to Penetrate and Stick
Granite Page VII
The Mouse Trap
Granite Page VIII
Make Me an Offer I Can't Refuse
Granite Page IX
Nobody Volunteers for Pain
……
Part Two-Doing
the End of the Beginning
