What makes winning brands different? : the hidden method behind the world's most successful brands
著者
書誌事項
What makes winning brands different? : the hidden method behind the world's most successful brands
J. Wiley, c2000
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Was Siegermarken anders machen
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注記
Includes bibliographical references (p. [199]-214) and index
内容説明・目次
内容説明
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 Nestle, 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.
目次
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
「Nielsen BookData」 より
