Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

by Richard D Czerniawski, Michael W Maloney

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Overview

he vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself. This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process--or how to manage the delicate relationship with their agency.

In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to:

  1. establish the strategic vision (the positioning) for the brand
  2. provide clear ad development direction (that's based on consumer insight)
  3. provide and nurture an effective creative process
  4. coach the ad agency to success.

Product Details

ISBN-13: 9781587768149
Publisher: Vivisphere Publishing
Publication date: 12/01/1999
Edition description: New Edition
Pages: 298
Product dimensions: 7.56(w) x 9.04(h) x 0.78(d)

Table of Contents

Acknowledgmentsix
Foreword--The Client's Viewxiii
Foreword--The Creative Director's Viewxvi
Introductionxix
Pre-Production1
1."What Think?" About Advertising3
Building a Brand Through Power Positioning15
2.Positioning--The Foundation for the Brand17
3.Prospecting for Pay Dirt--Customer Needs and Knowing When to "Lead with Need"26
4.Sighting the Right Bull's-Eye Target Customer35
5.Setting the Competitive Framework for a Competitive Edge57
6.Building Better Benefits for a Compelling Payoff69
7.Engineering Benefit--Credibility with the Reason-Why85
8.Developing a Winning Personality Through Brand Character95
9.Bullet-Proofing Your Positioning109
10.Getting the Big Picture with the Positioning Matrix116
11.Going Beyond Words to Establish Power Positioning126
Managing Really Great Advertising139
12.Defining What Makes Advertising Really Great141
13.The Surefooted Way to Setting Ad Direction147
14.Creating Campaign Ideas for More Compelling Communications173
15.Executing TV and Print Campaign Ideas: All You Need to Know194
Processes That Work217
16.Moving ASAP from Strategy to Successful Advertising219
17.Client-Agency Relationship: Practices for Making Beautiful Music Together230
18.Mastering the Language of Storyboards and Coaching Creative Presentations241
Post-Production249
19."What Think?" Again251
Invitation264
Appendix AGlossary of Key Terms265
Appendix BForms, Tools, Templates269
Index291
About the Authors297

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