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Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits (Hardcover) (Hardcover)
by Ben Mack (Author), Mark Joyner (Foreword), Dave Lakhani (Afterword)
| Category:
Business, Market, Brand, Advertisement |
| Market price: ¥ 238.00
MSL price:
¥ 218.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
It tells the finer points of marketing, branding and selling straight. A valuable read for any business, big or small! |
| If you want us to help you with the right titles you're looking for, or to make reading recommendations based on your needs, please contact our consultants. |
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Author: Ben Mack (Author), Mark Joyner (Foreword), Dave Lakhani (Afterword)
Publisher: Wiley
Pub. in: January, 2007
ISBN: 0470055766
Pages: 256
Measurements: 8.6 x 5.6 x 1.1 inches
Origin of product: USA
Order code: BA00895
Other information: ISBN-13: 978-0470055762
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- MSL Picks -
Like Jay Conrad Levinson changed small business marketing with Guerrilla Marketing, Ben Mack has leveled the playing field for small business branding. Mack makes branding usable, doable and profitable for small business owners.
An expert storyteller and former ad agency brand strategist, Mack tells the stories of large corporations branding themselves with ad agency help. As a bonus, Mack provides step-by-step exercises for the small business owner to develop and refine their brand for their company. The stories and examples alone make entertaining reading, but the exercises makes this book a must for small business owners.
Whether your company is a one-person show or a hundred-plus person team, this book provides the tools to deliver a consistent message and experience for your customer. It comes down to this:
*Consistency builds longstanding trust.
*Trust builds loyalty and passionate loyal customers.
*Loyal customers=sustainable results and profits
Isn't this what every owner wants for their business?
Warning: This is not an academic textbook. The exercises at the end of each section will, if you do them, give you a clear, usable and ultimately profitable brand. If you are willing to take a blank notebook, some reading and thinking time; Ben Mack in Think Two Products Ahead will guide you through the steps to develop a consistent, enjoyable and, yes, a profitable brand.
Target readers:
Marketers or people who run a business, big or small.
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Treasure Hunt: Inside the Mind of the New Consumer [BARGAIN PRICE] (Hardcover)
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Ben Mack is a sales and marketing expert and an award-winning ad-man who has worked on high-profile campaigns at several prominent agencies, including J. Walter Thompson, BBDO, WestWayne, T.G. Madison, WONGDOODY, and Deutsch. Visit www.ThinkTwoProductsAhead.com for more information.
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From publisher:
This commonsense guide lets you develop your brand with the same techniques and technologies as the big players-but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand.
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| View all 7 comments |
Jeffrey Neil (MSL quote), USA
<2007-06-15 00:00>
Ben Mack is well known as an internet entrepreneur, but also a proven branding strategist. He brings branding to small business where large corporations failed to understand in the Dot Com bust of the late 90's.
He turns internet marketing culture on its head as he demonstrates the power of branding for the small business. He breaks through that concept that branding has no place in the "direct marketing styles" of many budding online businesses and shares new concepts and ideas that are going to be a shock to many a "guru".
For entrepreneurs that want to learn how they can build a long term business and build a online brand instead a fly by night here today gone tomorrow business, this is a must read.
Learn methodologies that you use to brand your business and use to build a real business online, as the book says, thinking 2 products ahead.
If you are tired of old ways of thinking, and are an entrepreneur that really wants to build a real business, then this is a must read.
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F. Harrison (MSL quote) , USA
<2007-06-15 00:00>
The strange thing about this book is that Mack consistently berates big agencies as not being able to help you (meaning a small business owner) but he's a product of the flashy big agency world. He likes to gush about his achievements (awards and U.N. appearances), but if that doesn't irritate you- there is some really good stuff in this book- a lot of it common sense (your Po-dunk shop shouldn't use the same marketing strategy as coca-Cola) and some other unique perspectives like billiards players thinking two shots ahead and the Kama Sutra of Marketing.
There wasn't much on the psychology of marketing, which I found in "How to Take Advantage..." by Morse (very good book for consumers and small busniess owners) by the way. All around, though, this is a great, easy read! If you're a marketer, you almost have to buy this book. |
Engela Schemel (MSL quote), Switzerland
<2007-06-15 00:00>
In a world of advanced technology we all know that closer customer relations are important...but do we really tap into this opportunity.
Ben provide the tools to give you a competitive advantage to build longterm relationships between your customer and you and ultimately your products or services. This is a ongoing challenge to lead to trust and even greater future sales. Great branding isn't just about the product you're selling now, but about maintaining the sales momentum into the product you'll be selling tomorrow. Think Two Products Ahead uses real examples to make you understand how legendary or disastrous the correct branding campaign can be. Scary and awesome stuff!! Certainly a handbook for all to savour and use now and in the future.
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Irwin Glenn (MSL quote), USA
<2007-06-15 00:00>
This book gets to the heart and brain of what is arguably your most important asset, your Brand.
Mack does a great job of making it clear that brand is not a logo or any marketing message. It is about all messages, all products and their packaging plus every hire. Does that give you a clue to how important brand and branding is to you and your company?
This book is full of actionable content and has extremely useful exercises that guide you through the process of understanding your own platform and reasons why you are in business. Get ready to believe in and create your own legend.
Beyond mere story, your legend will be the platform from which you can build, craft and communicate your long term story that gets better over time. Need a quick fix or a tactical campaign? Don't look here. This is about new life from old wisdom that creates lasting and loving bonds with your customers.
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View all 7 comments |
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