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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 – January 29, 2007
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From the Inside Flap
Branding is something you probably only think of in terms of household names and huge conglomerates. But branding isn't just for the big boys; smart branding is smart business for almost any company, no matter its size. In Think Two Products Ahead, ad agency insider Ben Mack reveals all the branding secrets the pros keep to themselves so you can put branding to work in your business, large or small.
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.
From the Back Cover
"Mack will teach you how to turn every first sale into residual streams of income with products and services that literally compel a second, third, and fourth purchase. If you have a millionaire mind, you've just chosen to buy this book."
T. Harv Eker, author of the New York Times #1 bestseller Secrets of the Millionaire Mind
"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
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Top Customer Reviews
Unfortunately, the entire book reads like ad copy. It's frequently a bunch of short, choppy sentences strung together without any flow, or clear organization. I found myself wondering if he just dictated the book, and transcribed it without much editing.
I highly recommend this book to anyone who runs a business, big or small, because you really will be thinking two products ahead by the end of reading it!
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.
Read this is you are in business or marketing. I don't think Ben's style of writing is for everybody, but there is gold in there if you look for it.
It's one thing to know more than anyone else about something, but to also be able to write about it, in a way that reaches out and grabs the reader by the shoulders, pulling them in closer and closer...now that's the trick. Ben Mack has mastered engaging the reader. Way to go Ben!