Table of Contents:
Preface
- Three Hidden Ingredients in Every Winning Marketing Campaign
- In Simple Language: What is a Brand? What Makes It Successful? How Do You Manage It?
- How to Create a Unique Selling Proposition
- Create, or Hire, or Beg, to Build a Memorable, Distinctive Personality for Your Business
- You Have to Be Able to See It to Read It
- Brochures Kill Trees: Make the Trees That Die for You Count
- Everlasting Tag Lines
- Think Globally, Act Locally to a Point
- Integration Wins Wars and the Mind of the Consumer
- Location, Location, Location: Get the Most from Your Media Dollars
- No One Ever Bought Anything from an English Professor
- The Three Most Important Customer Lessons You Will Ever Learn
- The Art of Building Effective Loyalty Programs
- Surprise! We're All Getting Older
- The Big Breakthrough Idea: Where Does It Come From?
- The Web: Hype and Hope
- The Power of Public Relations and Sponsorships
- Politics and Promotion
- • In the Spotlight
- Confucius and Stardom
- How to Make the Most of Your Advertising Agency
- The Ten Secrets You Really Need to Steal
- Being All That We Can Be