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Think two products ahead : secrets the big advertising agencies don't want you to know and how to use them for bigger profits / Ben Mack.

By: Mack, Benjamin, 1968-.
Publisher: Hoboken, N.J. : John Wiley, c2007Description: xiii, 242 p. : ill. ; 23 cm.ISBN: 0470055766 (cloth); 9780470055762 (cloth).Subject(s): Product management | MarketingDDC classification: 658.503
Contents:
1. Pool hall wisdom -- 2. Brand misinformation versus back-end thinking -- 3. The common thread and thinking two products ahead -- 4. Branding? : be good to your gander -- 5. Branding processes are strikingly similar -- 6. What's a brand essence? -- 7. Legendary branding -- 8. Extracting a brand essence -- 9. The Kama Sutra of marketing : five basic positions -- 10. Framing to the right target audience -- 11. Structured creativity : framing tools -- 12. Creativity on demand : why ad agencies can't brainstorm -- 13. Feed their passions -- 14. Plan to have many conversations -- 15. Everything communicates -- 16. Storytelling : letting the genie out of the bottle -- 17. Branding and thinking two products ahead -- Afterword : myth, magic, and making money the old-fashioned way / Dave Lakhani -- App. A. Aks -- App. B. Jeff Lloyd's secret to commercial residential real estate sales.
Summary: "In Think Two Products Ahead, ad agency insider Ben Mack reveals all the branding secrets the pros keep to themselves so you can put branding to work in your business, large or small. First, Mack destroys the myth that branding is your logo or your color palette. Then, he demonstrates how great branding works, so you won't waste your money on marketing that gets you nowhere. You'll learn a practical, commonsense approach to marketing that empowers you to develop your own brand with the same techniques and technologies the big players use - but without breaking the bank. In fact, the less you spend on marketing the more important these tools are to your success."--BOOK JACKET.
Item type Current location Call number Copy number Status Notes Date due Barcode Remark
Main Collection TU External Storage-LCS
658.503 MAC (Browse shelf) 1 Available SLASx,05000,02,GR 1000515298 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1

Includes index.

1. Pool hall wisdom -- 2. Brand misinformation versus back-end thinking -- 3. The common thread and thinking two products ahead -- 4. Branding? : be good to your gander -- 5. Branding processes are strikingly similar -- 6. What's a brand essence? -- 7. Legendary branding -- 8. Extracting a brand essence -- 9. The Kama Sutra of marketing : five basic positions -- 10. Framing to the right target audience -- 11. Structured creativity : framing tools -- 12. Creativity on demand : why ad agencies can't brainstorm -- 13. Feed their passions -- 14. Plan to have many conversations -- 15. Everything communicates -- 16. Storytelling : letting the genie out of the bottle -- 17. Branding and thinking two products ahead -- Afterword : myth, magic, and making money the old-fashioned way / Dave Lakhani -- App. A. Aks -- App. B. Jeff Lloyd's secret to commercial residential real estate sales.

"In Think Two Products Ahead, ad agency insider Ben Mack reveals all the branding secrets the pros keep to themselves so you can put branding to work in your business, large or small. First, Mack destroys the myth that branding is your logo or your color palette. Then, he demonstrates how great branding works, so you won't waste your money on marketing that gets you nowhere. You'll learn a practical, commonsense approach to marketing that empowers you to develop your own brand with the same techniques and technologies the big players use - but without breaking the bank. In fact, the less you spend on marketing the more important these tools are to your success."--BOOK JACKET.