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Book Categories |
| Ch. 1 | Redefining creativity in today's marketing environment | 1 |
| Ch. 2 | Outpacing the commoditization of your brand : how the right emotional connection freed Citibank from the commodity trap | 23 |
| Ch. 3 | Fighting for your brand's voice : how United Airlines stayed connected with its core customers through multiple crises | 39 |
| Ch. 4 | Establishing and leveraging a category advantage : how a catchphrase captured the category for Holiday Inn Express | 57 |
| Ch. 5 | Overcoming a serious branding problem : how Skoda UK rescued its brand from public ridicule | 73 |
| Ch. 6 | Reviving a mature consumer brand : how a relic from the corporate Attic revived Lee Jeans | 87 |
| Ch. 7 | Reenergizing a mature business brand : how EDS emerged from B2B brand obscurity | 107 |
| Ch. 8 | Choosing the best media for the message : how BMW reached drivers on their own turf - the Internet | 125 |
| Ch. 9 | Marketing a network of businesses under one brand : how the islands of the Hahamas reorganized as a brandable destination | 147 |
| Ch. 10 | Rethinking customer engagement : why share of market no longer depends on share of voice | 163 |
| Ch. 11 | Lesson learned : how to juice your environment for creativity | 185 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Stacy Wilt
reviewed Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage on December 15, 2017
Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage
Reads like a manifesto written very explicitly for Fallon's 25th anniversary. There are some good insight into creating great creative campaigns coupled with great strategy (start with research and assume nothing), and serving the client, and that's ultimately what I'll take away from it but it's a bit too "look at the great things we did and how awesome we are" to really enjoy.
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Add Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, Too many companies think creativity means throwing money into marketing efforts and giving lip service to out of the box thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage to the inventory that you are selling on WonderClubX
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Add Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, Too many companies think creativity means throwing money into marketing efforts and giving lip service to out of the box thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage to your collection on WonderClub |