Zag

Author: Marty Neumeier
Publisher: Pearson Education
ISBN: 0132798123
Size: 56.33 MB
Format: PDF, ePub, Mobi
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"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

Strange Red Cow

Author: Sara Bader
Publisher: Clarkson Potter
ISBN:
Size: 46.84 MB
Format: PDF, ePub, Docs
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Chronicles three hundred years in the evolution of the United States through an unusual compilation of personal ads, from the colonial period's earliest printed advertisements to today's Internet website postings.

How To Write An Inspired Creative Brief

Author: Howard Ibach
Publisher: iUniverse
ISBN: 9781450249874
Size: 30.21 MB
Format: PDF
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"All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career." -Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles "Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration." -Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis

Standard Directory Advertisers 1993

Author: National Register Publishing
Publisher:
ISBN: 9780872172302
Size: 42.43 MB
Format: PDF, Mobi
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For in-depth access to over 25,000 corporate advertising programs, direct your patrons to the 1993 edition of the STANDARD DIRECTORY OF ADVERTISERS. More than 137,000 personnel are listed--from key senior executives to marketing managers & ad directors--enabling your patrons to find out who buys advertising, how much they spend, & where they spend it. Entries include addresses, telephone & fax numbers, number of employees, subsidiaries & divisions, & much more. Plus, three quarterly supplements make sure you always have the most current & accurate information on hand.

30 Second Seduction

Author: Andrea Gardner
Publisher: Seal Press (CA)
ISBN: 9781580052122
Size: 55.44 MB
Format: PDF, ePub, Docs
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Offers insight into the numerous ways in which advertising targets women to influence their decisions, purchases, and everyday life, in a report that draws on interviews with women from all walks of life and shares strategies for making informed and objective choices. Original.

Truth Lies And Advertising

Author: Jon Steel
Publisher: Wiley
ISBN:
Size: 24.95 MB
Format: PDF, ePub, Mobi
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"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others. The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."

Advertising

Author: Frank Jefkins
Publisher:
ISBN:
Size: 35.25 MB
Format: PDF, Kindle
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Digital Marketing For Dummies

Author: Ryan Deiss
Publisher: John Wiley & Sons
ISBN: 1119235596
Size: 66.27 MB
Format: PDF, Kindle
View: 6120
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Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals—and boost your bottom line. Develop an individually tailored digital marketing campaign Offer an effective lead magnet to convert visitors Keep your audience invested in your brand, products, and services Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.

How To Start A Business In Bali

Author: Michael Henry
Publisher: Michael Henry
ISBN: 1453649352
Size: 35.93 MB
Format: PDF
View: 1925
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It can be difficult enough starting a successful business in your own country, let alone in a foreign country like Indonesia. The dream of running your own guesthouse or restaurant by the beach on a tropical island like Bali, doesn't stop people wanting to give it a try. This guide on how to start a business in Bali was written to help guide people through the ropes of setting up a company and establishing a successful business. The book goes beyond the author's experience by including interviews with successful expat entrepreneurs who have a combined experience of over 80 years in Indonesia. The advice is practical and to the point. While the guide focuses on Bali, the information could also be applied to other locations in Indonesia as well.