Buy What Makes Winning Brands Different? by Andreas Buchholz
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Home > Business and Economics > Business and Management > Sales and marketing > What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)
What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)

What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)


     0     
5
4
3
2
1



Out of Stock


Notify me when this book is in stock
X
About the Book

This book increases advertising effectiveness through lessons drawn from the bestselling brands of the world. Analyzing over 500 extremely effective campaigns, the authors extract the underlying strategies and psychological approaches which made them successful and combine them into a proven program for readers to apply to their own brands. The result is a practical toolkit featuring 60 precise techniques which systematically help to build winning brands, achieve growth and solve any brand problem. * Provides the first ever complete analysis of successful brands to discover what has really driven their success. Enables readers to build for the first time on this global branding experience. * Identifies the 'growth codes' consistently applied by successful brands, and isolates them to create a global standard tool that anyone can apply them to sell more product at minimum risk. * Based on a six-year study of 1,045 extremely successful brands from all over the world. Includes international case examples from Nestlé, Siemens, Procter and Gamble and many more. * Formerly at Procter & Gamble, the authors are among Europe's leading marketers. They run their own agency and have been selected as marketers for the world's first virtual agency.

Table of Contents:
Acknowledgements xi Something New xiii Overview xv 1 The Road to a New Method 1 The Marketing Meltdown 1 The Inkling of an Idea 3 Detective Work 5 Uncovering Growth Codes 7 The blw Method 9 The Big Opportunity 13 Summary 15 2 Portal 1: Benefits & Promises 17 1 Addressing Life Interests 21 2 Pinpointing a Threat 26 3 Adopting a Spirit 31 4 Finding the Magic 35 5 Making a Mind-Movie 39 Summary 43 3 Portal 2: Norms & Values 45 1 Eliminating Guilt 51 2 Challenging Pride 55 3 Exposing Inconsistences 60 4 Overturning Taboos 63 Summary 67 4 Portal 3: Perceptions & Programs 69 1 Marking Your Territory 76 2 Cutting into Another Market 84 3 Redefining your League 88 4 Inverting a Negative 94 5 Resetting Routines 98 Summary 102 5 Portal 4: Identity & Self-Expression 103 1 Demonstrating Character 111 2 Advocating an Ideology 118 3 Attesting Kinship 123 4 Creating a Hero 127 5 Expressing Personal Messages 132 Summary 135 6 Portal 5: Emotions & Love 137 1 Being a Friend 142 2 Tapping into Emotions 144 3 Nurturing a Yearning 149 4 Arousing Empathy 155 Summary 158 7 Working with Growth Codes 159 Case Study: Siemens S4 Power Mobile Phone 164 Case Study: Siemans S6 Mobile Phone 167 Case Study: Siemans S10 Mobile Phone 170 Test Case: A Cold Relief Bubble Bath 172 Test Case: A Radio Station 176 Test Case: A Lip Balm 182 Summary 184 8 Taking Growth codes into the Internet Age 187 Bibliography 199 Index 217

About the Author :
Andreas Buchholz (born in 1963) and Wolfram Wordemann (born in 1965) started their business career at Procter & Gamble, marketing Vicks, Pampers etc. In 1994, Buchholz & Wordemann founded their own advertising agency which, in 1999, merged with White Lion International (Krefeld, Germany), Europe's leading discount agency. Their mission, is to deliver more marketing effectiveness at rates up to 50% more competitive vs. traditional agencies. Today, Buchholz & Wordemann are on the board of White Lion, work as consultants to international corporations and hold seminars and workshops on their new blw method. If you want to get in touch. www.white-lion.de or call + 49 (0) 6172 66 40 50


Best Sellers


Product Details
  • ISBN-13: 9780470324868
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Language: English
  • Series Title: J-B Ed: Test Prep
  • ISBN-10: 0470324864
  • Publisher Date: 10 Dec 2007
  • Binding: Digital (delivered electronically)
  • No of Pages: 250
  • Sub Title: The Hidden Method Behind the World's Most Successful Brands


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)
John Wiley & Sons Inc -
What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands(J-B Ed: Test Prep)

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!