What BBDO doesn't want you to read...

FOR IMMEDIATE RELEASE

Contact: Keira Kordowski
201-748-6017/kkordows@wiley.com


Think Two Products Ahead:
Secrets the Big Advertising Agencies Don’t Want You to Know and How to Use Them for Bigger Profits

By Ben Mack
Foreword by Mark Joyner, Afterword by Dave Lakhani

More than just a book on branding, THINK TWO PRODUCTS AHEAD: Secrets the Big Advertising Agencies Don’t Want You to Know and How to Use Them for Bigger Profits (Wiley; January 2007; $21.95; Cloth), is about what it takes to innovate and succeed in competitive markets. By coupling branding efforts with product innovation, marketers and managers can get far more bang for their marketing buck. Author, Ben Mack shows readers how to do just that, giving them the power to brand products and companies using the same tools as the big boys.

Ad giant BBDO subpoenaed Ben Mack in Jaunary, ’06 demanding to know if he was giving away their trade secrets. BBDO had no grounds to file suit against Mack, a long-time marketing and advertising insider, who is simply revealing that a single three-step branding scheme is employed by almost all the big advertisers.

Mack shows readers how they can brand themselves without the hundreds-of-thousands or millions of dollars brand development costs with the Big Advertising Agencies.

THINK TWO PRODUCTS AHEAD is a common-sense approach to marketing that empowers readers to define and develop their own brands with the same techniques and tools of the big players- but without the big cost. Mack has smuggled out the constructs that work regardless of the size of your business, from SOHO to multi-national corporations.

Mack also shows how the best and most effective branding happens when companies don’t just plan ahead, but plan two products ahead, using branding to leverage past products and strengths. Plus, THINK TWO PRODUCTS AHEAD also includes insider information on what makes branding fail, the five basic marketing positions, framing a product for bigger profits, connecting with the consumer, and deciding which marketing ideas to act on.

• Mack breaks down the identical branding schemes of virtually every big ad agency. While each ad agency has a different name for their branding scheme, with different labels and pictures, they all use the same three-step construct.

For marketers, managers, entrepreneurs, and executives, THINK TWO PRODUCTS AHEAD is a valuable resource in the effort to connect products and brands with consumers- without hiring a high-priced ad agency.

About the Author
Ben Mack is a sales and marketing expert and author. Winner of AMA’s Edison award and EFFIE, Mack is a career ad-man. He has worked on a number of high-profile ad campaigns like Cingular, Mitsubishi and Publix with such ad agencies as Deutsch, J. Walter Thompson, WONGDOODY, BBDO and WestWayne.

THINK TWO PRODUCTS AHEAD:
Secrets the Big Advertising Agencies Don’t Want You to Know
and How to Use Them for Bigger Profits
By Ben Mack
Wiley; January 2007
$21.95; 978-0-470-05576-6; Cloth

ATTENTION REVIEWERS
For the convenience of your readers, please include the following in your review: Wiley books are available at your local bookstore or by calling 1-800-225-5945. In Canada, call 1-800-567-4797.

For the latest on what’s happening at John Wiley & Sons, check out our
World Wide Web site at: http://www.wiley.com

My draft entry... Alex's Mega Challenge

Courage Mom: December 23, 4:30pm Eastern; replay at CourageMom.com

Morgonn Bryant, my mom, deserves for her story to be one of the six veteran ’07 finalist for Teleseminar Secrets (SM) Mega Challenge. Recently, she confided in me that she felt she didn’t have much to offer anymore.

I produced Courage Mom to demonstrate to her that many folks have plenty to learn from her. I emailed my modest list of 1500 subscribers. I created an event on MySpace.com/howardcampbell which led up to a “2nd Annual Holiday Jubilee”. I had 58 people on the call. My mom was thrilled. I was pleased with myself for giving my mom a really cool gift, what Mom described as: “the most beautiful present anybody has ever given me.” All was good…

Until the cop knocked on my door.

A listener called the cops on me thinking I was in the process of killing myself. Mom nearly drove off the 405 Freeway just south of LAX.

I may not deserve to win. I didn’t even sell anything. I was attempting to manifest a magical holiday gift for my mom. I felt more like the magician’s apprentice in Walt Disney’s Fantasia; the phantasmagorical mess I created took several days to calm down.

A Courage Mom listener mistook my online blogs about Kurt Vonnegut's Mother Night for the play/movie Night Mother, where Sissy Spacek tells her mom to have courage, right before she killed herself.

No other entry will have struck as many emotions as deeply as my entry for your consideration. From a hyperbolic perspective, this was an international incident. From my mom’s perspective, a glorious afternoon quickly became a nightmare. As for me, suffice it to say the call didn’t end as I had planned…

My mom is a courageous, creative and beautiful woman, a single parent who did the best she could raising my older sister and me. This talented woman:

➢ Was Anthony Robbins' 2nd publicist
➢ Got Luke & Laura on TV Guide (the first time ever for a Soap Opera to be featured on the cover),
➢ Doubled the attendees to Gordon Bizarre’s seminars


As a mom she has even more impressive credits. She got me…

➢ Into the pilot session of Bobbi DePorter’s Super Camp,
➢ Blessed by both the Dali Lama and the Karmapa, and
➢ My very own pony.

"Courage Mom" ==> I was referencing the scene in Wag The Dog where the soldier couldn't be home for Christmas and wanted his mom to know he was safe and for her to have a Merry Christmas.

Mom, I love you. That’s what this was all about.

To everyone else involved, I am sorry for the inconveniences I created. I am grateful for the love everybody demonstrated. Sometimes, I want to be loved a little less hard and from a safer distance.