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

Schley, Bill; Nichols Jr, Carl

Hardcover

ISBN 10: 0982694164 ISBN 13: 9780982694169

Publisher: N.W. Widener, 2010

Synopsis

Previous ed. published in 2005 by Portfolio.

About this title

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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About this edition

• Publisher: N.W. Widener
• Publication date: 2010
• ISBN 10: 0982694164
• ISBN 13: 9780982694169
• Binding: Hardcover
• Edition number: 2
• Number of pages: 244