From the Inside Flap
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
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