Think Two Products Ahead

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