Can I read Why Johnny can't brand : rediscovering the lost art of the big idea on EtoBox?

Why Johnny can't brand : rediscovering the lost art of the big idea by Schley, Bill, Nichols Jr., Carl is a business book available to read on EtoBox.

What is Why Johnny can't brand : rediscovering the lost art of the big idea about?

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 Frankies Lawn & Garden shop. Schley and Nichols teach readers how to: abandon their precious lists of features and benefits focus on a simple, singular message distill a killer dominant selling idea 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.

Who reads Why Johnny can't brand : rediscovering the lost art of the big idea?

Author

Schley, Bill, Nichols Jr., Carl

Publisher

Portfolio ; Turnaround [distributor

Published

2005

Language

EN

ISBN

9781591841128

Category

business

Subjects

Management, Marketing, Business

Rating

4.3 / 5 (37 ratings)

Updated

2026-03-14