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Why Johnny Can't Brand
Bill SchleyCarl Nichols
其他書名
Rediscovering the Lost Art of the Big Idea
出版Portfolio, 2005
主題Business & Economics / GeneralBusiness & Economics / Marketing / GeneralReference / Consumer Guides
ISBN15918411279781591841128
URLhttp://books.google.com.hk/books?id=ylzuAAAAMAAJ&hl=&source=gbs_api
註釋Too many companies think that splashy advertising and cool packaging is the same thing as branding. This in-your-face and down-to-earth guide explains real branding: the process of creating an exclusive idea of value that consumers can expect to be consistently delivered. It offers a unique eight-week programme that can help any company create a number one brand by focusing on one big idea. For anyone that wants to harness the true power of branding, this enjoyable and informative book is certainly an excellent starting place.