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A Master Class in Brand Planning: The Timeless Works of Stephen King Hardcover – 26 Oct 2007

5.0 out of 5 stars 13 customer reviews

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Product details

  • Hardcover: 396 pages
  • Publisher: John Wiley & Sons; 1 edition (26 Oct. 2007)
  • Language: English
  • ISBN-10: 0470517913
  • ISBN-13: 978-0470517918
  • Product Dimensions: 17.8 x 3 x 24.9 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 95,238 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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)



"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)

From the Inside Flap

In 1988, on Stephen King’s retirement JWT published ‘The King Papers’, a small collection of Stephen King’s published writings spanning 1967–1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.

Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today’s more complex media environment. 

The book serves as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.

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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
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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.
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Format: Hardcover
This book is brilliant for all sorts of reasons. Firstly, Stephen King is a legend and it is worth reminding ourselves why. Second, while the marketing arena has changed a great deal over the years the basic rules of brand planning have not. As one who has spent 30 years in the business it reminded me of much that I had learnt and more importantly, much that I had forgotten. I enjoyed the book enormously but the real compliment to Ms' Lannon and Baskin is that I have kept my copy (because I'd never get it back) and bought a second for my son, just 22 and just embarking on a career in brand marketing.
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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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Format: Hardcover
It's impossible to over-rate Stephen King's contribution to our understanding of brands and branding. If you've ever despaired of the marketing world's fondness for jargon and pretension, read this book and breathe a sigh of relief at its wisdom, insight and down to earth practicality. You can't call yourself an account planner, a brand planner and or marketing manager unless you've read it.
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Format: Kindle Edition Verified Purchase
Andrex vs Delsely (what's Delsey?), even if you are old enough to remember Delsey, read this to find out why Andrex toilet paper is still around and why Delsey is not.
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Format: Kindle Edition Verified Purchase
Timeless. An essential starting point for anyone that is in the business of brands and marketing. King has helped engineer how we think today.
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