One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency. It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision (the positioning) for the brand; providing clear ad development direction (based on consumer insight); nurturing an effective creative process; and coaching the ad agency to success.
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Book Description
Editorial Reviews
Review
"...a guide to the best practices and thinking in the industry." -- Peter N. Larson, Chairman and CEO, Brunswick Corperation
"The best friend a smart, aspiring marketing manager or creative director can have is this smart book to work with!" -- Hank Seiden, Chairman, The Seiden Group --This text refers to an alternate Paperback edition.
"The best friend a smart, aspiring marketing manager or creative director can have is this smart book to work with!" -- Hank Seiden, Chairman, The Seiden Group --This text refers to an alternate Paperback edition.
About the Author
Richard D. Czerniawski (Kenilworth, IL) and Michael W. Maloney (Austin, TX) are managing directors of Business Development Network, a marketing consulting firm whose highly successful advertising seminar attracts clients from PepsiCo, Johnson & Johnson, Bristol-Myers Squibb, and numerous other companies.
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More About the Author
Richard D. Czerniawski and Michael W. Maloney are managing partners of Brand Development Network International, Inc. They are both successful former client marketing managers with Fortune Top 100 companies. They are also co-authors of the book CREATING BRAND LOYALTY and publish DISPATCHES, a weekly emailed article to the marketing community regarding marketing excellence, brand building and positioning, marketing communications (advertising) development towards the creation of brand loyalty. They have trained thousands of marketing managers worldwide. With vast experience managing the most admired brands in the world, they bring more than 70-years of successful practices and experience to their work.
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Most Helpful Customer Reviews
5 of 6 people found the following review helpful:
5.0 out of 5 stars
A must for marketing, advertising & branding executives.,
By Don Carli (carli@nimahunter.com) (New York) - See all my reviews
This review is from: Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising (Paperback)
"Creating Brand Loyalty" delivers on it's promise. It offers proven step-by-step advice on how to position brands as well as how to work effectively with creative professionals to manage the expression of brands in advertising. Czerniawski and Maloney have distilled their considerable experience as highly paid consultants to leading consumer packaged goods brands into a practical and highly informed guide to the art and science of positioning. The guidance, tools, templates and forms provided in the book give you everthing you need to develop a positioning for your brand and to communicate your brand's essential value proposition. Advertising agencies and public relations firms should pay their customers to read this book!
6 of 9 people found the following review helpful:
5.0 out of 5 stars
Perfect for Everyone in Brand Management,
By Marketer (Bradenton, Florida) - See all my reviews
This review is from: Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising (Paperback)
Czerniawski and Maloney developed a great strategic roadmap for brand positioning as well as creative agency management. Everyone in brand/product management should read this book. It provides a strong strategic structure to manage and develop your brands for long term success. I've given copies to everyone on my brand team.
1 of 2 people found the following review helpful:
5.0 out of 5 stars
This book has worked for me!,
By Roberto A. Stuart (Cidra, PR USA) - See all my reviews
This review is from: Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising (Paperback)
A little over a year ago I found this book while searching for a tool that could help me understand and communicate in my new boss' style. Some doubts had already been expressed about the success of our team, putting my job in jeopardy. I read this book over a weekend. The application of these concepts brought immediate results, particularly because it allowed to communicate a full, long term strategic approach to what had been perceived as tactics. The results on our brand were exceptional and my boss recognized and compensated very well my efforts.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
"What do you think?" or the shorthand version, "What think?" is a question we frequently encounter regarding advertising and other marketing management issues. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
key copy words, advertising strategy statement, new campaign development, competitive brand positioning, key customer insight, positioning planks, brand bundle, executional issues, brand character, target customer group, need mindset, creating brand loyalty, campaign idea, credibility aid, positioning matrix, marketing mix elements, power positioning, print executions, creative strategic thinking, great advertising, client advertiser, competitive framework, agency brief, brand builder, positioning statement Key Phrases - Capitalized Phrases (CAPs): (learn more)
Kellogg's Frosted Flakes, Brand Through Power Positioning, American Express, Managing Really Great Advertising, Customer Insight Thought Process, Target Customer Profile, Tony the Tiger, Mel Gibson, Shady Acres, Swiss Army Knife, Healthy Choice, Michael Jordan, Advertising Assessment Tool, Applied Strategic Advertising Process, Master Lock, Pepsi Challenge, The Headache Medicine, Burger King, Getting the Big Picture, Lean Cuisine, Lux Ligne, They're G-r-r-eat, United States New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
"What do you think?" or the shorthand version, "What think?" is a question we frequently encounter regarding advertising and other marketing management issues. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
key copy words, advertising strategy statement, new campaign development, competitive brand positioning, key customer insight, positioning planks, brand bundle, executional issues, brand character, target customer group, need mindset, creating brand loyalty, campaign idea, credibility aid, positioning matrix, marketing mix elements, power positioning, print executions, creative strategic thinking, great advertising, client advertiser, competitive framework, agency brief, brand builder, positioning statement Key Phrases - Capitalized Phrases (CAPs): (learn more)
Kellogg's Frosted Flakes, Brand Through Power Positioning, American Express, Managing Really Great Advertising, Customer Insight Thought Process, Target Customer Profile, Tony the Tiger, Mel Gibson, Shady Acres, Swiss Army Knife, Healthy Choice, Michael Jordan, Advertising Assessment Tool, Applied Strategic Advertising Process, Master Lock, Pepsi Challenge, The Headache Medicine, Burger King, Getting the Big Picture, Lean Cuisine, Lux Ligne, They're G-r-r-eat, United States New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 2
books:
6
books
cite this book:
See all 6 books citing this book
- Lionel Richie [Songbook: Piano / Vocal / Chords] by Milton Okun on page 199
- Where The Suckers Moon: An Advertising Story by Randall Rothenberg on page 149
- Brand Management Checklist by Brad Van Auken on page 45, page 118, and Back Matter
- Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position by Brad VanAuken on page 39, page 60, and page 116
- Persuasive Signs: The Semiotics of Advertising (Approaches to Applied Semiotics, 4) by Ron Beasley in Back Matter
- Persuasive Signs (Approaches to Applied Semiotics) by V. I. Gromak in Back Matter
- Brands (Routledge Introductions to Media and Communications) by Marcel Danesi in Back Matter
See all 6 books citing this book
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