Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea by Bill Schley, Jr., Carl Nichols Carl


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  • Pub. Date: November 2005
  • 256pp
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    Product Details

    • Pub. Date: November 2005
    • Publisher:Penguin Group (USA)
    • Format: Hardcover, 256pp


    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.

    Publishers Weekly

    High-concept Super Bowl commercials, baffling corporate names, "formless positioning and flabby claims that lack any differentiating punch"-all come in for abuse in this sprightly old-school marketing primer. Harking back to the "Unique Selling Propositions" of the "Brand Titans" that bestrode advertising's golden age in the early television era, brand consultants Schley and Nichols exhort companies to redefine their products in terms of a single, mesmerizing "Dominant Selling Idea." They provide reasonably specific guidelines for arriving at a DSI, covering topics like market research, brand naming, visual imagery and-the heart of their method-concocting and laying exclusive claim to some special attribute through such techniques as combining two unrelated special attributes (Certs is a candy mint and a breath mint) or declaring a magic ingredient. They steer readers away from bland brand taglines and toward specific, wallet-grabbing, must-buy propositions like Black Flag's immortal "Roaches Check In, but They Don't Check Out." Writing in an engaging, straightforward style with a dash of wit and vinegar, the authors provide much useful, hands-on advice for perplexed marketing executives. Agent, Michael Carlisle. (Nov. 17) Copyright 2005 Reed Business Information.

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    Bill Schley and Carl Nichols, Jr., are partners at david, inc, a brand consulting firm in Connecticut. During their careers they've worked with major global companies like Procter & Gamble, Coca-Cola, IBM, and many others. Schley was previously a creative executive at a major New York ad agency and won the industry's Effie Award. Nichols was previously the CEO of Einson Freeman and a managing director at D'Arcy.

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    April 24, 2006: the lessons fromthis book apply to more than business. a new way of looking at life's challenges.