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|  | |  | | | A Master Class in Brand Planning: The Timeless Works of Stephen King | | | | | SKU:
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Usually ships in 1 business days | | Only 4 left in stock, order soon! | | | | | | In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking. | | | |
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| | Product Details | | Hardcover: | 396 pages | | Publisher: | Wiley | | Publication Date: | January 01, 2008 | | Language: | English | | ISBN: | 0470517913 | | Product Length: | 6.99 inches | | Product Width: | 1.11 inches | | Product Height: | 9.82 inches | | Product Weight: | 1.86 pounds | | Package Length: | 9.6 inches | | Package Width: | 6.6 inches | | Package Height: | 1.3 inches | | Package Weight: | 1.95 pounds | | Average Customer Rating: |  based on 9 reviews |
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| | Customer Reviews | Average Customer Review: ( 9 customer reviews )
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Most Helpful Customer Reviews
5 of 5 found the following review helpful:
Exploit This Gold Mine Feb 01, 2008
By Stephen Wood
"SWood"
The flyleaf gets this right: "an unexploited gold mine." Way back in what now seems almost prehistoric in advertising years (the late 60s), Stephen King was revealing the secrets to the way consumers think (and do not think) and illuminating the way advertising agencies and marketers should think (and should not think) about brands. How do we explain the degree to which his perspective and advice have gone unexploited?
This book, based on King's published writings and fine introductions by savvy marketing thinkers, removes all excuses for failing to develop marketing communications that connect consumers and brands. Among the articles included is one of his seminal essays, "What Is A Brand?" That means we no longer have to decipher his words truncated by a poorly scanned pdf that we downloaded (likely without permission) from a website googled on a tip from some King insider who managed to discover him when so many others did not. It's surprising and fortunate that the ideas he posited over 30 years are still utterly relevant and cogent in a business that's changed in unimagined ways in those ensuing decades. Yet so many agencies and advertisers have failed to learn from and apply his insights.
Gratefully the editors of this book make his work -- and that of other brilliant thinkers like Stanley Pollitt -- accessible and timely to anyone willing to dig in. You now have no excuse. Exploit this gold mine.
4 of 4 found the following review helpful:
A Must-Read for Anyone Building or Sustaining a Brand Mar 11, 2008
By Harry Clark
"Management and Marketing Consultant"
A Master Class in Brand Planning is an invaluable, long over-due introduction to the writings of Stephen King for all marketers in the United States. King, a pioneer in account planning in the UK, spent his career teaching his colleagues, his clients and countless fans how brands work, how to approach brands and importantly how to sustain brands. The brilliance of this compilation of his work is the addition of contemporary commentaries by today's leading thinkers about advertising, marketing and brands. They make this book as relevant and timely as the latest blog on brands. A must-read for people starting out in the business, people building and selling brands, and people teaching marketing in business schools.
3 of 3 found the following review helpful:
Enduring jewels from the King! Mar 10, 2008
By jaf
"quack fan"
Stephen King's writings, as most reviewers acknowledge, are as relevant and stimulating today as they were when he first published them. Between the lines, however, one can still detect the humor and irreverence which were King hallmarks. Stephen was relentlessly rigorous in his approach to brand planning, but at the same time was disarmingly charming and witty. You'll find these qualities here as well.
In an age when desires for instant insights attract attention to short cuts, Stephen King will give 'real planners' tools that require thoroughness and hard work, but which lead to far richer and more rewarding results over time. Brands he touched in his lifetime, and people he inspired, still reign all over the world!
It's a treasure trove, indeed!
Long live the King!
3 of 3 found the following review helpful:
Brand Planning A Master Class Jan 14, 2008
By James Ragresh
"Ragresh"
Stephen King practically invented Brand Planning.
This work collects the many papers that he published over twenty years work for JWT London. It is brought up to date by the editors who have asked current professionals to comment individually on them.
It is amzing how well they read today and the little difficulty that the commentators have in identifying the underlying and timeless truths for today. I consider it a must for any serious student of Advertising and Marketing. If only he was still around to update our thinking in the Internet Age!
1 of 1 found the following review helpful:
Planning's Essential Toolkit Apr 06, 2008
By Jane Austen
"FB, Creative Director"
When it says 'master class' it means that it won't tell you what to think but it will teach you how to think, which is much more enduring and useful. Every planner I know should read this and inwardly digest its perennial wisdom.
See all 9 customer reviews on Amazon.com
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