The Breakaway Brand: How Great Brands Stand Out

by Kelly, Francis J.

• ISBN13: 9780072262377
• ISBN10: 0072262370
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-09-09
• Publisher: McGraw-Hill

Summary

Readers will learn how to integrate packaging, advertising, promotion, the Internet, and "advertainment" into a sure-fire success strategy. A must-read for CEOs and managers of marketing, advertising, brand promotion, sales, and customer service, as well as small business owners Arnold Worldwide, one of the top 15 U.S. advertising agencies, will be using this book to promote its business More than 30 branding success stories are featured in the book, including Target, eBay, Absolut, Dell, eBay, Nike, and UPS

Author Biography

Francis J. Kelly, III is president and chief operating officer of Arnold Worldwide. He has worked with clients ranging from Jell-O and Johnson & Johnson to Titleist and Hewlett-Packard. Kelly has helped Arnold Worldwide develop its Brand Truth creative philosophy and grow into a nationally acclaimed agency, with clients such as Fidelity Investments, Jack Daniel’s, Radio Shack, Royal Caribbean, and Volkswagen. Kelly holds an MBA from Harvard Business School and is coauthor of What They Really Teach You at the Harvard Business School (Warner Books, 1986).

Barry Silverstein, a senior vice president at Arnold Worldwide, has 30 years of experience in advertising and marketing communications. Before joining Arnold he was CEO of his own direct and Internet marketing agency. Silverstein has worked with scores of leading clients, including Gillette, IBM, Sun Microsystems, Tyson, and Vonage. Silverstein is the author of Business-to-Business Internet Marketing, (Maximum Press, 2001).

Table of Contents

Acknowledgments	ix
Introduction by Ed Eskandarian	xi
CHAPTER 1: Breaking Away from the Sea of Gray	1	(26)
CHAPTER 2: The Breakaway Brand	27	(26)
CHAPTER 3: The Process of Breaking Away	53	(28)
CHAPTER 4: Breakaway Products	81	(24)
CHAPTER 5: Breakaway Campaigns	105	(22)
CHAPTER 6: Breakaway Packaging	127	(24)
CHAPTER 7: Breakaway Promotion	151	(26)
CHAPTER 8: Breakaway Agent: The Internet	177	(24)
CHAPTER 9: Breakaway Hero: The "Chief"	201	(30)
CHAPTER 10: Breakaway Results	231	(20)
CHAPTER 11: Breakaway Branding in Business and Beyond	251	(18)
Endnotes	269	(8)
Credits	277	(3)
Index	280