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
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
posted by Ben Mack at
11:37 AM
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