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

Bill Schley (Author), Carl Nichols (Author)

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Book Description

Publication Date: 12 Aug 2005

Too many companies think that splashy advertising and cool packaging is the same thing as branding. This in-your-face and down-to-earth guide explains real branding: the process of creating an exclusive idea of value that consumers can expect to be consistently delivered. It offers a unique eight-week programme that can help any company create a number one brand by focusing on one big idea. For anyone that wants to harness the true power of branding, this enjoyable and informative book is certainly an excellent starting place.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } Too many companies think that splashy advertising and cool packaging is the same thing as branding. This in-your-face and down-to-earth guide explains real branding: the process of creating an exclusive idea of value that consumers can expect to be consistently delivered. It offers a unique eight-week programme that can help any company create a number one brand by focusing on one big idea. For anyone that wants to harness the true power of branding, this enjoyable and informative book is certainly an excellent starting place.

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Product details

Hardcover: 256 pages
Publisher: Portfolio (12 Aug 2005)
Language: English
ISBN-10: 1591841127
ISBN-13: 978-1591841128
Product Dimensions: 21.1 x 13.7 x 2.5 cm
Amazon Bestsellers Rank: 1,602,353 in Books (See Top 100 in Books)

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More About the Author

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Inside This Book (Learn More)

First Sentence
With everything on the line for today's companies, how can so many smart people in businesses big and small keep missing the boat with their brands? Read the first page

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Amazon.com: 4.5 out of 5 stars 17 reviews

5 of 6 people found the following review helpful

5.0 out of 5 stars Excellent "Back to Basics" of Marketing 13 Dec 2005

By Roger Adsett - Published on Amazon.com

Format:Hardcover

With so many branding "experts" around, its easy to lose sight of the fundamentals - here they are. A clear review of the basic principles of creating enduring, differentiated brands. Advocates a re-focus on the dominant selling idea as the primary driver of branding. Use this guide to break out of the "sameness" of brands and to focus on what your brand uniquely offers to customers. First half is branding theory and the second half is a "how to" map for implementation. It is a quick and entertaining read that is now on my desk for reference. I ordered copies for my team and have given copies to senior managers in my organization.

2 of 2 people found the following review helpful

4.0 out of 5 stars Clear explanations, practical ideas 3 Aug 2007

By Janice King - Published on Amazon.com

Format:Hardcover

Don't let the unfortunate choice of title turn you away from this book. It is full of clear explanations and practical advice, especially if you're trying to build a new brand. One drawback: It is too focused on consumer brands and doesn't really address the issues of branding for business-to-business sales.

2 of 2 people found the following review helpful

5.0 out of 5 stars The #1 Branding Book for Anyone 7 Nov 2006

By Dena Harris - Published on Amazon.com

Format:Hardcover

I'm only halfway through this magnficent book and have already recommended it to half a dozen people. I am fortunate to have stumbled across this book as I prepare to makeover my business (freelance writer) and web site. This book has me thinking in new ways and different directions than I would have without it, and I'm spending time identifying what my DSI truly is. Although this book is probably written more for companies, I think it should be a mandatory read for every independant contractor out there. Entertaining, common sense, and plenty of examples. Two thumbs up.

› Go to Amazon.com to see all 17 reviews 4.5 out of 5 stars

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