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

Why Johnny Can t Brand Rediscovering the Lost Art of the Big Idea There s a Big Idea waiting inside your brand that can make you 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 ba

  • Title: Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
  • Author: Bill Schley Carl Nichols Jr.
  • ISBN: null
  • Page: 239
  • Format: Kindle Edition
  • 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 shocking best seller called Why Johnny Can t Read woke up the education establishment and revived the lost art of phonics Now, Why Johnny Can t Brand blows the lid 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 shocking best seller called Why Johnny Can t Read woke up 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 Schley and Nichols who have than twenty five years of experience working with global giants as well as small, spunky, start ups present an in your face, no nonsense guide to what real branding and communicating is all about.The secret is uncovering and focusing on the Dominant Selling Idea the one unifying idea at the center of every brand before you charge ahead with advertising or anything else The Dominant Selling Idea DSI is the thing you do that s superlative, important and believable, made memorable and tangible the difference that makes people want to buy you It automatically 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 think2 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 fear not they can learn this too 4 How to find your Big Idea in about eight weeks then keep itd so much Why Johnny Can t Brand clears away the morass we thought was branding, just when we need it most In a world with 300 million messages whizzing by every second, it gives us the ultimate ad vantage an inspiring, power packed return to the secret of the idea centered brand From the cover of the first edition

    One thought on “Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea”

    1. I picked this volume up at a dollar store because I couldn't help wondering what kind of marketing advice it contained, given the circumstances. On the whole, the information itself seems solid, although the authors commit a critical error in panning Aflac's advertising strategy. Scheley and Nichols, writing in 2005, suggest the duck mascot Aflac introduced during the Super Bowl in 2000 was unhelpful because it didn't directly reinforce the sales message. But according to Aflac, the company's na [...]

    2. 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 [...]

    3. If someone asked me for three books on branding for anything (business, public presence, product, organization, etc.), I would hand them this, Brains on Fire, and Designing Brand Identity, 4ed (Alina Wheeler). This book is clearly and enjoyably written, filled with useful info (instead of fluff), and sets obtainable goals within any organization's reach. If you're in business or a non-profit or you want to be someday, you should get it.

    4. The true title is indeed the subtitle: Rediscovering the Lost Art of the Big Idea.True to its mission of being a branding book, the title tells a story that is easy to remember: Why Johnny Can't brand.Go get it, and DO!

    5. The book is basic in many ways, lays out the process and ideas behind branding in a simple manner, and find it inspiring thoughts about products I work with as well as products my colleagues that affect/touch my life.

    6. The book has become a bible of sorts for me in crafting brand strategies. It's very action-oriented, but built on top of the golden principles of branding.

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