Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

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9780982694169: Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
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About the Author:

Bill Schley and Carl Nichols, Jr., are partners at david, inc, a brand consulting firm in Connecticut. During their careers theyÂ’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 industryÂ’s Effie Award. Nichols was previously the CEO of Einson Freeman and a managing director at DÂ’Arcy.

From Publishers Weekly:

High-concept Super Bowl commercials, baffling corporate names, "formless positioning and flabby claims that lack any differentiating punch"—all come in for abuse in this sprightly old-school marketing primer. Harking back to the "Unique Selling Propositions" of the "Brand Titans" that bestrode advertising's golden age in the early television era, brand consultants Schley and Nichols exhort companies to redefine their products in terms of a single, mesmerizing "Dominant Selling Idea." They provide reasonably specific guidelines for arriving at a DSI, covering topics like market research, brand naming, visual imagery and—the heart of their method—concocting and laying exclusive claim to some special attribute through such techniques as combining two unrelated special attributes (Certs is a candy mint and a breath mint) or declaring a magic ingredient. They steer readers away from bland brand taglines and toward specific, wallet-grabbing, must-buy propositions like Black Flag's immortal "Roaches Check In, but They Don't Check Out." Writing in an engaging, straightforward style with a dash of wit and vinegar, the authors provide much useful, hands-on advice for perplexed marketing executives.
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9780982694176: Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

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ISBN 10:  0982694172 ISBN 13:  9780982694176
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9781591841128: Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

Portfo..., 2005
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Book Description N.W. Widener. Hardcover. Condition: New. 244 pages. Dimensions: 8.5in. x 5.8in. x 1.1in.Theres a Big Idea waiting inside your brand that can make you 1. Find it and shape it yourselfor competitors and customers will do it for you. And we promise, you wont like the tagline. A few years back, a shocking best seller called Why Johnny Cant Read woke up the education establishment and revived the lost art of phonics. Now, Why Johnny Cant Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea. According to Bill Schley and Carl Nichols, Jr. , modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk. The stakes are huge, especially in a world with 155 kinds of shampoo. So why do so many good companies choose wrong In fact, why do most fail to differentiate at allhanding what some call an unfair advantage to the few who do The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Cant Brand. Schley and Nicholswho have more than twenty-five years of experience working with global giants as well as small, spunky, start-upspresent an in-your-face, no-nonsense guide to what real branding and communicating is all about. The secret is uncovering and focusing on the Dominant Selling Ideathe one unifying idea at the center of every brandbefore you charge ahead with advertising or anything else. The Dominant Selling Idea (DSI) is the thing you do thats superlative, important and believable, made memorable and tangiblethe difference that makes people want to buy you. It automatically puts you in a category of one. In the often funny, page-turning style of two award-winning, former Madison Avenue communicators, Schley and Nichols explain: 1. Why real branding is the opposite of what you think2. How positioning turns your brand asset from fools gold to real gold 3. Why Harvard and Stanford MBAs are the last to get it (but fear notthey can learn this too)4. How to find your Big Idea in about eight weeksthen keep it. . . and so much more. Why Johnny Cant Brand clears away the morass we thought was branding, just when we need it most. In a world with 300 million messages whizzing by every second, it gives us the ultimate ad- vantagean inspiring, power-packed return to the secret of the idea centered brand. From the cover of the first edition This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Seller Inventory # 9780982694169

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