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CenterBrain Thinking...A practical guide to positioning your brand, product, or service [Kindle Edition]

Jim Ebel , France Oates , Brian Ludka
5.0 out of 5 stars  See all reviews (3 customer reviews)

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Book Description

Being able to access both sides of his brain to simultaneously apply strategic and creative thinking was the way Jim Ebel positioned himself when he broke away from his corporate job, and went out on his own as one of America's first positioning and branding consultants. Now, 20 years later, having launched over 170 new brands, products and services that today generate nearly $4 billion dollars in annual sales for his clients, Ebel lets you in on his secrets for creating positioning and branding success. In plain talk he leads you through a process that teaches you how to recognize a good idea using a simple 5-step method, how to develop positioning that meets the Three T's test, how to predict how big your idea will be using simple arithmetic, and how to launch your idea using inexpensive and often forgotten marketing tactics. He uses real-world examples from his actual experiences covering a range of new products, brands and services from the smallest family businesses to the biggest most recognizable corporations in America. Along the way he pokes fun at his own profession including an entire chapter devoted to the use and abuse of jargon.
This book is written for those inside and outside of corporate America, from the Chief Marketing Officer to the Small Business Owner. A great book for graduate and undergraduate students as well.


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2 of 2 people found the following review helpful
5.0 out of 5 stars #1 Brand Positioning Resource Guide - Fully Updated July 29, 2010
Format:Kindle Edition
After 32 in consumer products with Colgate NY and Kimberly-Clark - much of as a global sector President, I've led the development and introduction of hundreds of new product and service concepts. CenterBrain Thinking presents a time tested and proven method that works in any industry, product or service to quickly uncover a differentiated and meaningful consumer insight which is translated into headlines and copy that resonate and are telegraphic with target consumers. Jim Ebel's concept development and positioning ensure that each and every word has a purpose. There is no better resource to learn about how to position your brand, service or company. Its written by Jim Ebel, Founder of CenterBrain and the CenterBrain process. As part of his CenterBrain Institute, he has given numerous presentations on positioning to some of the worlds largest companies.

His tongue in cheek style make CenterBrain Thinking interesting and funny. Jim doesn't take himself too seriously either. He tells marketing people (clients) that the reason they went into marketing is because they weren't good at science -- that's why they like to make their work sound more important than it is - with a science overtone -- making reference to a brands "DNA" or its brand "architecture".

Marketing fads come and go - demographics, psychographics, buzz marketing... and now social marketing. At the end of the day, if you don't have your brand properly positioned, all the fancy new marketing fads won't help you succeed. CenterBrain succeeds. Jim shows how CenterBrain has helped create over $4 billion of successful and profitable new brands. The action standard for these results is based on his clients feedback 1 to 2 years after launch answering the question "did we achieve or beat plan"?
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5.0 out of 5 stars Center Brain Thinking December 6, 2010
Format:Kindle Edition
In his book, like in his consulting practice, Jim Ebel has a way of getting to the point quickly, with a few words, to describe how you can improve your new product development process through better product positioning.

The book is a fast read but will give you easy to apply insight into the positioning process that comes from decades of experience and thousands of hours "behind the glass" listening to consumers tell their story.

I am surprised but in the book he actually gives away many of the secrets that have made him one of the country's top new product development consultants.

If you are serious about improving your new product success rates, or just want to be entertained with real life marketing stories about what works, buy this book!
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5.0 out of 5 stars Mental and Physical Positioning November 5, 2013
By Morrie
Format:Kindle Edition|Verified Purchase
In the Kindle edition (PC), I could not read the following charts.
Chapter 2 (That Me Attributes), Chapter 4 (Questionnaire in Pet Care, Questionnaire for Elder Pet), Chapter 5 (Volume Estimate Chart).
Although experiencing the above set backs, this book provided me the practical thinking and behavior for my business, especially in the three T's of positioning success. A very helpful book.
Morrie, California
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More About the Author

Not in his right mind and not in his left. This would best describe Jim Ebel. A unique combination of natural creativity and acquired strategic thinking developed from running businesses at Kimberly-Clark, Bristol-Myer's Squib, Rhone-Poulenc-Rorer and the Iams Company led Jim to form CenterBrain Partners in 1991. Jim pioneered a number of approaches designed to consult the consumer to stimulate and shape creative positioning.

To date, Jim's creative leadership has resulted in over 170 new product and repositioning successes for categories from tuna to tires, power tools to pregnancy test kits, insoles to insulin monitors and a wide range of products in between.

Jim boasts that he has his own "positioning development panel" by virtue of having seven children ranging from 9 to 25 years old. Jim still leads all creative initiatives for CenterBrain Partners, working from Knoxville, Tennessee

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