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Think Two Products Ahead

Think Two Products Ahead

Rs. 199.00
Rs. 350.00 Rs. 199.00
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Think Two Products Ahead is a common-sense approach to marketing that empowers readers to define and develop their own brands with the technology of the major players but without the big cost. It breaks down the three identical branding schemes (synthesize, extract and amplify) of J. Walter Thompson, Grey Worldwide and Ogilvy and Mather. Each company has a different name for their branding scheme, with different labels and pictures, but they all use the same three simple, clear-cut steps

The book explores the following topics:

 

  • How branding is misuse
  • The five basic marketing position
  • Framing your product
  • Connecting with your consumer
  • Evaluating which marketing ideas to act on

    Table of Contents:

    Foreword (Mark Joyner)

    Preface

    Introduction

     

    • Pool Hall Wisdom
    • Brand Misinformation versus Back-End Thinking
    • The Common Thread and Thinking Two Products Ahead
    • Branding? Be Used to Your Gander
    • Branding Processes Are Strikingly Similar
    • What's a Brand Essence?
    • Legendary Branding
    • Extracting a Brand Essence
    • The Kama Sutra of Marketing: Five Basic Positions
    • Framing to the Right Target Audience
    • Structured Creativity: Framing Tools
    • Creativity on Demand: Why Ad Agencies Can't Brainstorm
    • Feed Their Passions
    • Plan to Have Many Conversations
    • Everything Communicates
    • Storytelling: Letting the Genie Out of the Bottle
    • Branding and Thinking Two Products Ahead

    Afterword: Myth, Magic and Making Money the Old-Fashioned Way (Dave Lakhani)
    Appendix A - AKS
    Appendix B - Jeff Lloyd's Secret to Commercial Residential real Estate Sales
    Appendix C - How to turn Every First Sale into a Residual Stream of Income: Direct Response Branding, free Seminar Details and Downloads
    Acknowledgments
    Index

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