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| Introduction : "Houston (and New York, Chicago, Boston) ... we have a problem" | ||
| 1 | So why can't Johnny brand? | 3 |
| 2 | Quick - what's a brand? : (the chemistry of one-track minds) | 10 |
| 3 | The rules for #1 brands | 15 |
| 4 | Granite pages VII-XVII : rules to penetrate and stick | 31 |
| 5 | Anatomy of a DSI and what to feed a #1 brand | 54 |
| 6 | The DSI templates : eight ways to be #1 | 71 |
| 7 | DSI expression : the five-point star | 95 |
| 8 | DSI star point 1 : fun and names | 102 |
| 9 | DSI star point 2 : articulating your unique ownable specialty | 111 |
| 10 | DSI star point 3 : tag lines | 116 |
| 11 | DSI star point 4 : key visuals | 122 |
| 12 | DSI star point 5 : DSL-level performance - making it tangible | 127 |
| 13 | The keys to the safe : weeks 1 to 3 | 143 |
| 14 | The specialty you will own : weeks 4 and 5 | 163 |
| 15 | The brand story : week 6 | 182 |
| 16 | Turning on the juice : weeks 7 and 8 | 196 |
| The end of the beginning | 209 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Gloria Gehrt
reviewed Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea on February 20, 2015 Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
What a GREAT book on branding!! I'd love to have this on my bookshelf for future reference. It read really smoothly. Great examples. Gave me some steps to take, and really looking forward to getting my Big Idea ideally branded!!
Side note, as a child I was involved in the branding of cattle. It was my job to make sure the fire/coals were hot enough on the branding iron to burn the cattle's leathery side. It's now time for me to follow my grandpa's order, "Keep that iron hot!" It's time to stoke up the fire and get branding!! :)
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Add Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea, Too many companies think that splashy advertising and cool packaging is the same thing as branding. Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to , Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea to the inventory that you are selling on WonderClubX
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Add Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea, Too many companies think that splashy advertising and cool packaging is the same thing as branding. Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to , Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea to your collection on WonderClub |
