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Best Sellers | | Home Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea | |
|  | |  | | | Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea | | | | | SKU:
2152510533 | | In Stock | | Availability:
Usually ships in 1-2 business days | | Only 1 left in stock, order soon! | | | | | | 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. | | | |
List Price:
| $23.95 | |
Our Price:
| $5.45 | |
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| | Product Details | | Author: | Bill Schley | | Hardcover: | 256 pages | | Publisher: | Portfolio Hardcover | | Publication Date: | November 17, 2005 | | Language: | English | | ISBN: | 1591841127 | | Package Length: | 8.3 inches | | Package Width: | 5.4 inches | | Package Height: | 1.0 inches | | Package Weight: | 0.7 pounds | | Average Customer Rating: |  based on 15 reviews |
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| | Customer Reviews | Average Customer Review: ( 15 customer reviews )
Write an online review and share your thoughts with other customers.
Most Helpful Customer Reviews
5 of 6 found the following review helpful:
 Excellent "Back to Basics" of Marketing Dec 13, 2005
By Roger Adsett
With so many branding "experts" around, its easy to lose sight of the fundamentals - here they are. A clear review of the basic principles of creating enduring, differentiated brands. Advocates a re-focus on the dominant selling idea as the primary driver of branding. Use this guide to break out of the "sameness" of brands and to focus on what your brand uniquely offers to customers. First half is branding theory and the second half is a "how to" map for implementation. It is a quick and entertaining read that is now on my desk for reference. I ordered copies for my team and have given copies to senior managers in my organization.
2 of 2 found the following review helpful:
 Clear explanations, practical ideas Aug 03, 2007
By Janice King
"Author, "Copywriting That Sells High Tech" and Freelance Technical Copywriter"
Don't let the unfortunate choice of title turn you away from this book. It is full of clear explanations and practical advice, especially if you're trying to build a new brand. One drawback: It is too focused on consumer brands and doesn't really address the issues of branding for business-to-business sales.
2 of 2 found the following review helpful:
The #1 Branding Book for Anyone Nov 07, 2006
By Dena Harris
I'm only halfway through this magnficent book and have already recommended it to half a dozen people. I am fortunate to have stumbled across this book as I prepare to makeover my business (freelance writer) and web site. This book has me thinking in new ways and different directions than I would have without it, and I'm spending time identifying what my DSI truly is. Although this book is probably written more for companies, I think it should be a mandatory read for every independant contractor out there. Entertaining, common sense, and plenty of examples. Two thumbs up.
2 of 3 found the following review helpful:
Love this book! Jun 10, 2008
By Angela B. Carlston
This book is a real eye opener. I gained so much clarity where I was previously confused. I fell in love with it and am so thankful that the writers were willing to tell me all these amazing secrets and truths for just the price of the book!! I would recommend it to any business/product owner. However, I really don't want my competitors to get ahold of this book!
I am now excited about re branding my business! Totally motivated. It was also enjoyable and entertaining to read.
Schley and Nichols Take You Back To The Basics of Branding Apr 27, 2010
By C. A. Webb
"Conversations Book Club"
Like many other things in life, books like why Johnny can't Brand get better and more appreciated with time. Here we are almost 5 years after its release, and the book's message of going back to the basics of what can make a company or idea the best is just as timely as when it was first released. It's not rocket science. In order to be successful, there is hard work involved to show why your brand is just as good---or better---for someone than another.
The principles outlined work if applied, and no matter how long you have been in business, there is still time to turn things around and make yourself relevant.
This is must read for anyone trying to make their mark. You won't be disappointed.
See all 15 customer reviews on Amazon.com
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