Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

Bill Schley

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Langue : anglais

Edité par N.W. Widener, 2010

0982694172 / 9780982694176

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A propos de cet article

Winner of the Best Marketing Books Award from Strategy + Business Magazine. There s a Big Idea waiting inside your brand that can make you #1. Find it and shape it yourself or competitors and customers will do it for you. And we promise, you won t like the tagline. A few years back, a best seller called Why Johnny Can t Read shocked the education establishment and revived the lost art of phonics. Now, Why Johnny Can t Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea. According to Bill Schley and Carl Nichols, Jr., modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk. The stakes are huge, especially in a world with 155 kinds of shampoo. So why do so many good companies choose wrong? In fact, why do most fail to differentiate at all handing what some call an unfair advantage to the few who do? The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Can t Brand. The secret is uncovering your Dominant Selling Idea (DSI) the one unifying idea at the center of every brand before you charge ahead with advertising or anything else. The DSI is the thing you do that s superlative, important, believable, memorable and tangible the difference that makes people want to buy you. It puts you in a category of one. In the often funny, page-turning style of two award-winning, former Madison Avenue communicators, Schley and Nichols explain: 1.Why real branding is the opposite of what you think 2. How positioning turns your brand asset from fool s gold to real gold 3. Why Harvard and Stanford MBAs are the last to get it (but they can learn this too) 4. How to find your Big Idea in about eight weeks then keep it. and so much more. In a world with 300 million messages whizzing by every second, it gives us the ultimate advantage an inspiring, power-packed return to the secret of the idea centered brand.…

N° de réf. du vendeur CIN0982694172G

Titre
Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
Auteur
Bill Schley
Éditeur
N.W. Widener
Année de publication
2010
État de l'article
Good
Reliure
Paperback
Langue
anglais
ISBN à 10 chiffres
0982694172
ISBN à 13 chiffres
9780982694176
Édition
2ème Édition

World of Books Inc

Montgomery, IL, Etats-Unis

Vendeur avec une évaluation de 4 étoiles

Vendeur AbeBooks depuis 23 mars 2026

Frais d'expédition à l'intérieur de ce pays : Etats-Unis

Article4 à 12 jours ouvrés3 à 6 jours ouvrés
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Founded in 2002, World of Books is a leading online destination for buying and selling both preloved and new books, committed to making sustainable reading accessible to all. With a mission to help people read more and waste less, World of Books offers a huge range of affordable, high-quality books — giving both new and preloved titles a second life. The company also operates World of Books – Sell Your Books, an easy-to-use platform that allows customers to trade in unwanted books for cash, helping to keep books in circulation while promoting sustainability. As a Certified B Corp, World of Books is driven by a vision to become the world’s largest and most sustainable dedicated online bookstore. The company measures its success through the positive environmental impact it creates, the value it provides to customers, and its ability to operate profitably while supporting its sustainable mission …

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