Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
Автор:Bill Schley, Carl Nichols Год: 2010 Издание:N. W. Widener Страниц: 246 ISBN: 9780982694176, 0982694172 A few years back, a best seller called Why Johnny Can't Read shocked the education establishment and revived the lost art of phonics. Now, Why Johnny Can't Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea. According to Bill Schley and Carl Nichols, Jr., modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk. The stakes are huge, especially in a world with 155 kinds of shampoo. So why do so many good companies choose wrong? In fact, why do most fail to differentiate at all-handing what some call an "unfair" advantage to the few who do? The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Can't Brand. The secret is uncovering your Dominant Selling Idea (DSI)-the one unifying idea at the center of every brand-before you charge ahead with advertising or anything else. The DSI is "the thing you do that's superlative,...
