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 Frankieas
Lawn & Garden shop. Schley and Nichols teach readers how
a abandon their precious lists of features and benefits
a focus on a simple, singular message
a distill a killer dominant selling idea
a roll out a new brand identity
For anyone who wants to harness the true power of branding, this
enjoyable book is the place to start.