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Review
"Every planner needs this book – and the brave ones will give it to their clients, too." (Admap, November 2007)
"A valuable reference book for today′s practitioners, as well as a unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007)
"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout." (Market Leader, Winter 2007)
Review
"Every planner needs this book – and the brave ones will give it to their clients, too." (Admap, November 2007)
"A valuable reference book for today′s practitioners, as well as a unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007)
"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout." (Market Leader, Winter 2007)
"Reading the book is terribly easy as well as informative. Stephen King was a model of brevity and clarity..." (Mike Imms, 29th January 2008)
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
Stephen King's contribution to both the theory and the practice of Brand Management has been immense - some (I would certainly include myself here) would claim that he was THE most important thinker and practitioner during the 1970s and 1980s. When we set up the Planning Department at Guinness in the early 1980s we did so very much as a reflection of Stephen's ideas. This proved to be a very wise decision that helped the company become the darling of the Stock market.
This book includes all of Stephen's most influential writings, each accompanied by a useful commentary from one of the 21st century's marketing and branding experts. It is difficult to choose the most important articles (they are all not only full of Stephen's clear thinking but also written in his down-to-earth, lucid style) but 'What is a Brand?', 'The Anatomy of Account Planning' and 'Can Research Evaluate the Creative Content of Advertising?' are all 'great reads' and have been particularly influential.
The book has been very intelligently edited by two highly experienced branding practitioners assisted by another highly respected marketing thinker (and colleague of Stephen's), Jeremy Bullmore, Their respect and admiration for Stephen are very clear. As an antidote to much of the New Age nonsense that is now being published under the 'Insight' banner this is a mandatory read.
I have now added it to the 'must read' section of the references that I give to my students.
Terry Hanby
University of Cambridge
This book includes all of Stephen's most influential writings, each accompanied by a useful commentary from one of the 21st century's marketing and branding experts. It is difficult to choose the most important articles (they are all not only full of Stephen's clear thinking but also written in his down-to-earth, lucid style) but 'What is a Brand?', 'The Anatomy of Account Planning' and 'Can Research Evaluate the Creative Content of Advertising?' are all 'great reads' and have been particularly influential.
The book has been very intelligently edited by two highly experienced branding practitioners assisted by another highly respected marketing thinker (and colleague of Stephen's), Jeremy Bullmore, Their respect and admiration for Stephen are very clear. As an antidote to much of the New Age nonsense that is now being published under the 'Insight' banner this is a mandatory read.
I have now added it to the 'must read' section of the references that I give to my students.
Terry Hanby
University of Cambridge
2 of 2 people found the following review helpful
Format:Hardcover
Anyone engaged on the business of brand marketing should buy this book and dip into it from time to time. It's like a conscience or voice of reason in the increasingly silly world of brand marketing. Although some of the papers are probably older than the brand teams you may work with they still have an astonishing relevance for today.
1 of 1 people found the following review helpful
Format:Hardcover
Anyone engaged in or connected with the black arts of account planning should read this book. It will bring refreshing clarity to the increasingly confused world that account planners and brand marketers face. The fact that it is now 40 years since Stephen King formerly established account planning account planing shouldn't put you off; 90% of King's thinking and processes are as relevant today. I dip into this book at least weekly, informing and inspiring me in equal measure
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Most Recent Customer Reviews
best ideas never die
This book contains a lot of worthy ideas from the master King that althought come from past these can help you to understand the present and the future of planning and... Read more
Published on 30 Mar 2008 by Luis Martinez
Smart thinking is never out of date
This book is essential reading for everyone whose job takes them anywhere near understanding how brands communicate. Read more
Published on 5 Feb 2008 by P. Dann
Original thinking
This book's perfect for anyone who wasn't lucky enough to work at JWT and experience Stephen King's brilliance first-hand. Read more
Published on 4 Feb 2008 by JH
many a good tune..
This book is brilliant for all sorts of reasons. Firstly, Stephen King is a legend and it is worth reminding ourselves why. Read more
Published on 1 Feb 2008 by Ca Harvey
A brand planning bible
It's impossible to over-rate Stephen King's contribution to our understanding of brands and branding. Read more
Published on 29 Jan 2008 by C. Gratus
Timeless insightfulness into brand issues
For anyone interested in brand planning, there are two good reasons to read and refer to this book.
First, for an invaluable treasure chest of insightful thoughts about... Read more
First, for an invaluable treasure chest of insightful thoughts about... Read more
Published on 28 Jan 2008 by Paul Collins
A master Class in Brand Planning
This book is brilliant for all sorts of reasons. Firstly, Stephen King is a legend and it is worth reminding ourselves why. Read more
Published on 28 Jan 2008 by Ca Harvey
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