8周打造第一品牌 Why Johnny Can't Brand：Rediscovering the Lost Art of the Big Idea

作者: Bill Schley , Carl Nichols Jr.

出版社: Portfolio

出版时间: 2005-12

版次: 1

ISBN: 9781591841128

定价: 86.00

装帧: 精装

开本: 其他

纸张: 胶版纸

页数: 222页

分类: 外文古旧书>英文书>管理

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 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
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

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8周打造第一品牌 Why Johnny Can't Brand：Rediscovering the Lost Art of the Big Idea

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