TY  - BOOK
AU  - Schley,Bill
AU  - Nichols,Carl
TI  - Why Johnny can't brand: rediscovering the lost art of the big idea 
SN  - 1591841127
AV  - HD69.B7 S3417 2005
U1  - 658.827 22
PY  - 2005///
CY  - New York
PB  - Portfolio
KW  - Brand name products
KW  - Branding (Marketing)
N1  - Includes index; Introduction : "Houston (and New York, Chicago, Boston)... we have a problem" --; 1; So why can't Johnny brand? --; 2; Quick - what's a brand? : (the chemistry of one-track minds) --; 3; The rules for #1 brands --; 4; Granite pages VII-XVII : rules to penetrate and stick --; 5; Anatomy of a DSI and what to feed a #1 brand --; 6; The DSI templates : eight ways to be #1 --; 7; DSI expression : the five-point star --; 8; DSI star point 1 : fun and names --; 9; DSI star point 2 : articulating your unique ownable specialty --; 10; DSI star point 3 : tag lines --; 11; DSI star point 4 : key visuals --; 12; DSI star point 5 : DSL-level performance - making it tangible --; 13; The keys to the safe : weeks 1 to 3 --; 14; The specialty you will own : weeks 4 and 5 --; 15; The brand story : week 6 --; 16; Turning on the juice : weeks 7 and 8 --; The end of the beginning
N2  - "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
UR  - http://catdir.loc.gov/catdir/enhancements/fy0720/2005047664-b.html
ER  -