MARC details
| 000 -LEADER |
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| fixed length control field |
03542cam a22004094i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221101184529.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
060102s2005 nyu 001 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2005047664 |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
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| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
1591841127 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781591841128 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(ATU)b11077591 |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)59360003 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
YDX |
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BAKER |
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UKM |
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VP@ |
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IXA |
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BTCTA |
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YDXCP |
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OCLCG |
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IG# |
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OCLCQ |
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HALAN |
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ATU |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD69.B7 |
| Item number |
S3417 2005 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.827 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Schley, Bill, |
| Relator term |
author. |
| 9 (RLIN) |
1056753 |
| 245 10 - TITLE STATEMENT |
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| Title |
Why Johnny can't brand : |
| Remainder of title |
rediscovering the lost art of the big idea / |
| Statement of responsibility, etc. |
Bill Schley and Carl Nichols, JR. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
New York : |
| Name of producer, publisher, distributor, manufacturer |
Portfolio, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2005. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xvii, 222 pages ; |
| Dimensions |
22 cm |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
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| General note |
Includes index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Title |
Introduction : "Houston (and New York, Chicago, Boston)... we have a problem" -- |
| Miscellaneous information |
1. |
| Title |
So why can't Johnny brand? -- |
| Miscellaneous information |
2. |
| Title |
Quick - what's a brand? : (the chemistry of one-track minds) -- |
| Miscellaneous information |
3. |
| Title |
The rules for #1 brands -- |
| Miscellaneous information |
4. |
| Title |
Granite pages VII-XVII : rules to penetrate and stick -- |
| Miscellaneous information |
5. |
| Title |
Anatomy of a DSI and what to feed a #1 brand -- |
| Miscellaneous information |
6. |
| Title |
The DSI templates : eight ways to be #1 -- |
| Miscellaneous information |
7. |
| Title |
DSI expression : the five-point star -- |
| Miscellaneous information |
8. |
| Title |
DSI star point 1 : fun and names -- |
| Miscellaneous information |
9. |
| Title |
DSI star point 2 : articulating your unique ownable specialty -- |
| Miscellaneous information |
10. |
| Title |
DSI star point 3 : tag lines -- |
| Miscellaneous information |
11. |
| Title |
DSI star point 4 : key visuals -- |
| Miscellaneous information |
12. |
| Title |
DSI star point 5 : DSL-level performance - making it tangible -- |
| Miscellaneous information |
13. |
| Title |
The keys to the safe : weeks 1 to 3 -- |
| Miscellaneous information |
14. |
| Title |
The specialty you will own : weeks 4 and 5 -- |
| Miscellaneous information |
15. |
| Title |
The brand story : week 6 -- |
| Miscellaneous information |
16. |
| Title |
Turning on the juice : weeks 7 and 8 -- |
| -- |
The end of the beginning. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
"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 Frankie?s 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."--Publisher description. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
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| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Brand name products |
| 9 (RLIN) |
314783 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| 9 (RLIN) |
332183 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Nichols, Carl, |
| Dates associated with a name |
1955- |
| Relator term |
author. |
| 9 (RLIN) |
426239 |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Contributor biographical information |
| Uniform Resource Identifier |
<a href="http://catdir.loc.gov/catdir/enhancements/fy0720/2005047664-b.html">http://catdir.loc.gov/catdir/enhancements/fy0720/2005047664-b.html</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
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| a |
.b11077591 |
| b |
10-06-19 |
| c |
27-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| a |
658.827 SCH |
| g |
1 |
| i |
A402763B |
| j |
0 |
| l |
cmain |
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- |
| p |
$33.89 |
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- |
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- |
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- |
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0 |
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9 |
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1 |
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0 |
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1 |
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.i12344941 |
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29-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
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| -- |
(2)b |
| -- |
(2)c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
nyu |
| -- |
0 |
