Steal These Ideas

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