11 Steps to Brand Heaven
Len Weinreich's Indispensable Guide to Buying the Most Effective Advertising Campaign
245 pages, parution le 01/03/2001
Résumé
‘Companies spend billions of pounds on advertising
campaigns with little or no idea of whether they will work
– and most don't' says Len Weinreich. After spending
more than 40 years in the ad business, Weinreich has
decided to spill the beans on how ad agencies excel in
spending clients' money by bamboozling them with creative
claptrap.
His vast experience has also led him to the conclusion that the battle for customer loyalty carries theological undertones, which he so eloquently reveals in his 11 Steps to Brand Heaven. The formation of priesthoods, crafting of icons, demonstration of miracles and giant leaps of faith are all evident in the quest for brand heaven.
For all those who are their brand's chosen representative on earth, Len Weinreich uncovers a web of dogma, shibboleths and worship of false prophets to bring them an insider's guide to:
- judging agency presentations more unconventionally, objectively and critically;
- buying more effective ads more efficiently;
- developing a sixth sense when making creative or business decisions.
- Revelation
- The cult
- Genesis
- Article of faith
- Readings from the prophets
- The quest for goodness
- The God agency guide
- The chosen people
- The day of judgement
- Sacrifice
- On the other side
- Index
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Kogan Page |
| Auteur(s) | Len Weinreich |
| Parution | 01/03/2001 |
| Nb. de pages | 245 |
| Format | 18,3 x 24,2 |
| Couverture | Broché |
| Poids | 628g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780749435486 |
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