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What Makes Winning Brands Different - the Hidden  Method Behind the World's Most Successful Brands : The Hidden Method Behind the World's Most Successful Brands - Andreas Buchholz

What Makes Winning Brands Different - the Hidden Method Behind the World's Most Successful Brands

The Hidden Method Behind the World's Most Successful Brands

Hardcover

Published: 15th June 2000
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This book increases advertising effectiveness through lessons drawn from the bestselling brands of the world. Analyzing over 500 extremely effective campaigns, the authors extract the underlying strategies and psychological approaches which made them successful and combine them into a proven program for readers to apply to their own brands. The result is a practical toolkit featuring 60 precise techniques which systematically help to build winning brands, achieve growth and solve any brand problem.<br> <br> * Provides the first ever complete analysis of successful brands to discover what has really driven their success. Enables readers to build for the first time on this global branding experience.<br> * Identifies the 'growth codes' consistently applied by successful brands, and isolates them to create a global standard tool that anyone can apply them to sell more product at minimum risk.<br> * Based on a six-year study of 1,045 extremely successful brands from all over the world. Includes international case examples from Nestle, Siemens, Procter and Gamble and many more.<br> * Formerly at Procter & Gamble, the authors are among Europe's leading marketers. They run their own agency and have been selected as marketers for the world's first virtual agency.

These authors argue that virtually any brand can be set on a new path to growth by defining the right growth code. Their analysis of over 1000 winning brands in food, non-food, consumer goods, investment goods and service industries has resulted in the development of 27 growth codes that form a blueprint for brand growth. The book explains how the method works and how effectively it can be applied. There are case studies and examples including Nestle, Siemens and Procter & Gamble. (Kirkus UK)

Acknowledgements xi

Something New xiii

Overview xv

1 The Road to a New Method 1

The Marketing Meltdown 1

The Inkling of an Idea 3

Detective Work 5

Uncovering Growth Codes 7

The blw Method 9

The Big Opportunity 13

Summary 15

2 Portal 1: Benefits & Promises 17

1 Addressing Life Interests 21

2 Pinpointing a Threat 26

3 Adopting a Spirit 31

4 Finding the Magic 35

5 Making a Mind-Movie 39

Summary 43

3 Portal 2: Norms & Values 45

1 Eliminating Guilt 51

2 Challenging Pride 55

3 Exposing Inconsistences 60

4 Overturning Taboos 63

Summary 67

4 Portal 3: Perceptions & Programs 69

1 Marking Your Territory 76

2 Cutting into Another Market 84

3 Redefining your League 88

4 Inverting a Negative 94

5 Resetting Routines 98

Summary 102

5 Portal 4: Identity & Self-Expression 103

1 Demonstrating Character 111

2 Advocating an Ideology 118

3 Attesting Kinship 123

4 Creating a Hero 127

5 Expressing Personal Messages 132

Summary 135

6 Portal 5: Emotions & Love 137

1 Being a Friend 142

2 Tapping into Emotions 144

3 Nurturing a Yearning 149

4 Arousing Empathy 155

Summary 158

7 Working with Growth Codes 159

Case Study: Siemens S4 Power Mobile Phone 164

Case Study: Siemans S6 Mobile Phone 167

Case Study: Siemans S10 Mobile Phone 170

Test Case: A Cold Relief Bubble Bath 172

Test Case: A Radio Station 176

Test Case: A Lip Balm 182

Summary 184

8 Taking Growth codes into the Internet Age 187

Bibliography 199

Index 217

ISBN: 9780471720256
ISBN-10: 0471720259
Series: J-B Ed: Test Prep
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 240
Published: 15th June 2000
Country of Publication: GB
Dimensions (cm): 23.65 x 15.65  x 1.89
Weight (kg): 0.48
Edition Number: 1