Think Two Products Ahead : Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits

by Mack, Ben; Joyner, Mark; Lakhani, Dave

• ISBN13: 9780470055762
• ISBN10: 0470055766
• Format: Hardcover
• Copyright: 2007-01-29
• Publisher: Wiley

Summary

This commonsense guide lets you develop your brand with the same techniques and technologies as the big players_but without all the cost. You'll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand.

Author Biography

Ben Mack is a sales and marketing expert and an award-winning ad-man who has worked on high-profile campaigns at several prominent agencies, including J. Walter Thompson, BBDO, WestWayne, T.G. Madison, WONGDOODY, and Deutsch. Visit www.ThinkTwoProductsAhead.com for more information.

Table of Contents

Foreword

Preface

Introduction

Pool Hall Wisdom

Brand Misinformation versus Back-End Thinking

The Common Thread and Thinking Two Products Ahead

Branding? Be Good to Your Gander

Branding Processes Are Strikingly Similar

What's a Brand Essence?

Legendary Branding

Extracting a Brand Essence

The Kama Sutra of Marketing: Five Basic Positions

Framing to the Right Target Audience

Structured Creativity: Framing Tools

Creativity on Demand: Why Ad Agencies Can't Brainstorm

Feed Their Passions

Plan to Have Many Conversations

Everything Communicates

Storytelling: Letting the Genie Out of the Bottle

Branding and Thinking

Two Products Ahead

Afterword

Myth, Magic, and Making Money the Old-Fashioned Way (Dave Lakhani)

AKS

Jeff Lloyd's Secret to Commercial Residential real Estate Sales

How to turn Every First Sale into a Residual Stream of Income: Direct Response Branding, FREE Seminar Details and Downloads.$197 e-Book

Acknowledgments

Index

Table of Contents provided by Publisher. All Rights Reserved.