Creating brand loyalty : the management of power positioning and really great advertising /
Richard D. Czerniawski, Michael W. Maloney.
- xxi, 298 pages : illustrations ; 23 cm
Includes index.
Acknowledgments -- Foreword - The Client's View -- Foreword - The Creative Director's View -- Introduction -- Pre-Production -- "What Think?" About Advertising -- Building a Brand Through Power Positioning -- Positioning - The Foundation for the Brand -- Prospecting for Pay Dirt - Customer Needs and Knowing When to "Lead with Need" -- Sighting the Right Bull's-Eye Target Customer -- Setting the Competitive Framework for a Competitive Edge -- Building Better Benefits for a Compelling Payoff -- Engineering Benefit - Credibility with the Reason-Why -- Developing a Winning Personality Through Brand Character -- Bullet-Proofing Your Positioning -- Getting the Big Picture with the Positioning Matrix -- Going Beyond Words to Establish Power Positioning -- Managing Really Great Advertising -- Defining What Makes Advertising Really Great -- The Surefooted Way to Setting Ad Direction -- Creating Campaign Ideas for More Compelling Communications -- Executing TV and Print Campaign Ideas: All You Need to Know -- Processes That Work -- Moving ASAP from Strategy to Successful Advertising -- Client-Agency Relationship: Practices for Making Beautiful Music Together -- Mastering the Language of Storyboards and Coaching Creative Presentations -- Post-Production -- "What Think?" Again -- App. A: Glossary of Key Terms -- Forms, Tools, Templates -- Index -- About the Authors. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. App. B.