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First, Mack destroys the myth that branding is your logo or your color palette. Then, he demonstrates how great branding works, so you won't waste your money on marketing that gets you nowhere. You'll learn a practical, commonsense approach to marketing that empowers you to develop your own brand with the same techniques and technologies the big players usebut without breaking the bank. In fact, the less you spend on marketing the more important these tools are to your success.
You'll discover tools to give you a competitive advantage as you strengthen the relationship between your customer and your products or services. Every encounter with your customer will deepen this bond, leading to 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 shows you how to align your business plan with your marketing plan, so you can keep customers indefinitely.
Using real examples from some of the most legendary (or disastrous) branding campaigns in history, Mack gives you an insider's perspectiveand inside adviceon which tactics will float your brand and which will sink it. He sorts the bad advice from the good, letting you avoid those missteps that get good companies in bad trouble.
Branding isn't magic. Not since Jay Levinson's original Guerrilla Marketing book has an insider really spilled the beans and taught you how to use the professional grade tools that are so simple they work automatically. Think Two Products Ahead reveals inside secrets that make branding work for marketing budgets of any sizeso you can grow your business faster and stronger than you imagined. When it comes to your brand, this insider's guide proves that if you aren't thinking two products ahead, you're hardly thinking at all.
"Creating loyalty beyond reason and moving from irreplaceable to irresistible is job #1 for all marketers today. Mack's book will help you get there."
Kevin Roberts, CEO, Saatchi & Saatchi Worldwide
"I call Mack whenever I have a question about branding and he makes everything clear and even easy and obvious. Think Two Products Ahead is like talking with Mack because every chapter gives you newfound clarity and you see how easy and profitable branding really should be."
David Doyle, Vice President, Program Development, Discovery Channel's Animal Planet
"For a guy like me who used to absolutely, positively hate branding, this book is a revelation. Finally, a clear-cut confessional from someone who has actually worked in the deep carpets with the guys and guyettes in the designer suits. But Mack generously goes beyond the Wizard of Oz exposé (that takes down the scam Madison Avenue and its provincial cousins have been running on businesses for years) and tells you what's good about branding, and how you can cash in on it for your business. I mean exactly, step by step. If you are in business and you have anything to do with marketing, you need this book."
David Garfinkel, author of Advertising Headlines That Make You Rich
I have only skimmed the book at this point and have not read it thoroughly yet. However, what I did skim is really exciting because Ben set it up like a workbook and you need to... Read morePublished on June 1, 2009 by Simone Hardy
There's a fair amount of interesting, fundamental marketing information in here.
Unfortunately, the entire book reads like ad copy. Read more
Bens book will help you write your plan just as it should be done. It is almost the cookie cuter recipe for your success, just fill in the blanks and do the work. Read morePublished on March 13, 2009 by Amazon Customer
I truly love this book. It gives a great overview of marketing and advertising that you can use to effectively craft your own marketing materials and efforts. Read morePublished on October 21, 2008 by Steven Chambers
Think Two Products Ahead came to me at just the right time, as I was beginning plans on a product launch. Dr. Read morePublished on August 8, 2008 by Lynette Patterson
There are some good things in here. I like Ben Mack's ideas on his Legend Platform, the idea of "Customer as Hero," and his definition of waht he calls "Brand Essence. Read morePublished on July 2, 2008 by Andy Orrock
With Think Two Products Ahead, Ben Mack offers a professional's point of view for positioning your product or service in the minds and hearts of your consumers. Read morePublished on March 24, 2008 by Michael Roth
I know more about marketing having read this book then I could have learned in any number of courses. By the way anyone in the people business can benefit from this insight. Read morePublished on February 24, 2008 by C. Moody
Ben Mack has done a good job in showing how you can sell magic tricks for small change, or magic shows for greater rewards, how to translate that into advertising, and most... Read morePublished on December 20, 2007 by Oliver Johnson