From Publishers Weekly
High-concept Super Bowl commercials, baffling corporate names, "formless positioning and flabby claims that lack any differentiating punch"—all come in for abuse in this sprightly old-school marketing primer. Harking back to the "Unique Selling Propositions" of the "Brand Titans" that bestrode advertising's golden age in the early television era, brand consultants Schley and Nichols exhort companies to redefine their products in terms of a single, mesmerizing "Dominant Selling Idea." They provide reasonably specific guidelines for arriving at a DSI, covering topics like market research, brand naming, visual imagery and—the heart of their method—concocting and laying exclusive claim to some special attribute through such techniques as combining two unrelated special attributes (Certs is a candy mint and a breath mint) or declaring a magic ingredient. They steer readers away from bland brand taglines and toward specific, wallet-grabbing, must-buy propositions like Black Flag's immortal "Roaches Check In, but They Don't Check Out." Writing in an engaging, straightforward style with a dash of wit and vinegar, the authors provide much useful, hands-on advice for perplexed marketing executives.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Remember the Pets.com sock-puppet ad during Super Bowl XXXIV that epitomized the absurdity of the dot-com bubble? Cowboys herding cats, singing chimps, and the AFLAC duck may be great entertainment, but they don't convey a thing about the companies they represent. They are not effective
branding. Somewhere along the line, "Johnny" forgot the basics about revealing the Big Idea in an easy, everyday way that cements your brand as top dog in the hearts and minds of consumers without resorting to puffery and shallow glitz. It turns out it's the steak, not
the sizzle, after all. The authors create a workable strategy for placing your brand in the number-one position in the minds of your targets in eight weeks by using a motivating difference called the Dominant Selling Idea--the one thing that distinguishes your brand at the point of purchase, whether you're Ford Motors or Tom's Lawn and Garden. Schley and Nichols are partners at david, inc., a branding consulting firm in Connecticut; they've worked with major global companies such as Coca-Cola and IBM. David SiegfriedCopyright © American Library Association. All rights reserved