Creating brand loyalty : The Management of power positioning and really great advertising

图书标准信息

• 作者 Richard D.
• 出版社 Amacom
• 出版时间 1999
• ISBN 9780814405017
• 定价 269.00元
• 装帧 其他
• 开本 其他
• 纸张 其他

【内容简介】

【目录】

  Creating Brand Loyalty

    CONTENTS

    ACKNOWLEDGMENTS

    FOREWORD—THE CLIENT'S VIEW

    FOREWORD—THE CREATIVE DIRECTOR'S VIEW

    INTRODUCTION

    PART ONE— PRE-PRODUCTION

      Chapter 1— ''What Think?" about Advertising

        "How" Not "What"

        Universality of Brand Positioning and Advertising

        What to Expect

        The "Brand"

        The Role of Advertising

        Responsibilities of the Effective Brand Builder and Client Advertiser

        Broaden Your Knowledge and Enhance Your Skills

        Beginner's Mind

    PART TWO— BUILDING A BRAND THROUGH POWER POSITIONING

      Chapter 2— Positioning—The Foundation for the Brand

        So, What's Positioning?

        Still Waters Run Deep

        Going Beyond the "Age of Sameness"

          Key Principles

            Summary

      Chapter 3— Prospecting for Pay Dirt—Customer Needs and Knowing When to "Lead with Need"

        Customer Needs and the Brand Positioning

        Customer Needs and Advertising

          Key Principles

            Summary

      Chapter 4— Sighting the Right Bull's-Eye Target Customer

        Defining the Target Customer Group

        Beyond Demographics

        Balancing Size and Message Relevancy

        Examples of Target Mindsets

        Components of a Target Customer Group Definition

        Be Precise

        Target Customer Profile

        Target Customer Profile—Practical Tips

        Target Considerations in Advertising

          Key Principles

            Summary

      Chapter 5— Setting the Competitive Framework for a Competitive Edge

        Competitive Framework and Brand Positioning

        Designating the Positioning

        Competitive Framework and Advertising

        Competitive Framework Exercise

        Perspective Is Everything: A Story

          Key Principles

            Summary

      Chapter 6— Building Better Benefits for a Compelling Payoff

        Types of Benefits

        Emotional Versus Functional Benefits

        Benefit Linkage and Relationships

        Single Versus Multiple Benefits

        Improving the Likelihood of Successful and Effective Communication of Multiple Benefits

        Benefit Laddering Tool

          Key Principles

            Summary

      Chapter 7— Engineering Benefit—Credibility with the Reason-Why

        Reason-Why and the Brand Positioning

        Some Other Tips

        Synopsis of Reason-Why/Permission-to-Believe Approaches

        Multiple Reasons-Why

        Reason-Why and the Benefit(s): Constructing the Mechanics

        Reason-Why Checklist Exercise

          Key Principles

            Summary

      Chapter 8— Developing a Winning Personality Through Brand Character

        What It Is

        What It Isn't

        Importance of Brand Character

        Understanding Brand Character—A Tale of Two Campaigns

        Getting at Brand Character

        Exercise #1—Identifying Brand Character

        Developing Brand Character

        Exercise #2—Developing Brand Character

        Toward More Meaningful Communication

        One Final Note

          Key Principles

            Summary

      Chapter 9— Bullet-Proofing Your Positioning

        Wax-On, Wax-Off

        Technically Speaking

        The Audit Tool

        The Big Strategic Picture

      Chapter 10— Getting the Big Picture with the Positioning Matrix

        Getting to a Competitive Positioning

        Competitive Positioning Assessment–Judgment Phase

        Competitive Positioning Assessment: Check-Out Phase

        Other Creative Uses for the Matrix

        The Matrix and the Big Picture

          Key Principles

            Summary

      Chapter 11— Going Beyond Words to Establish Power Positioning

        Power Positioning

        It's What You Do

        Credit Card Case History

        Evolve or Perish

          Key Principles

            Summary

    PART THREE— MANAGING REALLY GREAT ADVERTISING

      Chapter 12— Defining What Makes Advertising Really Great

        Getting Great Advertising: The Underpinnings

        Help Is On Its Way—a Story

          Key Principles

            Summary

      Chapter 13— The Surefooted Way to Setting Ad Direction

        Importance of the Advertising Strategy

        Ad Strategy Versus Brand Positioning

        The Customer Perspective

        Customer Insight—What You Need

        Customer Insight Thought Process

        Customer Insights That Work

        Key Components of the Advertising Strategy

        The Advertising Strategy Statement

        Characteristics of a Sound Ad Strategy Statement

        Commitment—The Name of the Game

        Agency Brief

          Key Principles

            Summary

      Chapter 14— Creating Campaign Ideas for More Compelling Communications

        Key Copy Words

        Core Dramatization

          Key Principles

            Summary

        Making the Campaign Idea More "Selling"

        Nine Sure-Fire Ways to Build in "Sell"

          Key Principles

            Summary

      Chapter 15— Executing TV and Print Campaign Ideas: All You Need to Know

        Execution Planning Versus Execution

        Execution Planning: The Five Formats (Television)

        Execution Planning: Print Principles

        Headlines

        Visualizations

        Body-Copy/Layout Design

        All You Need to Know about Execution: A Story and Some Final Thoughts

          Key Principles

            Summary

    PART FOUR— PROCESSES THAT WORK

      Chapter 16— Moving ASAP from Strategy to Successful Advertising

        Strategic Discipline and Client—Agency Roles

        Creative Development

        Now We Bring You . . . A Touch of Reality

        A Case History

        Additional Suggestions

        Skillful Means

          Key Principles

            Summary

      Chapter 17— Client–Agency Relationship: Practices for Making Beautiful Music Together

        It Takes Two to Tango

        Common-Sense Principles

          Key Principles

            Summary

      Chapter 18— Mastering the Language of Storyboards and Coaching Creative Presentations

        The Storyboard Process Made Painless

        The Disciplined Approach to Storyboard Assessment

        How to "Think through" Storyboards

        The Fine Art of Commenting on Agency Ideas

          Key Principles

            Summary

    PART FIVE— POST-PRODUCTION

      Chapter 19— "What Think?" Again

        A Final Tool for Responding

        Déjà Vu

          Advertising Assessment Tool

          Advertising Assessment Tool (Kellogg's Frosted Flakes? Cereal)

        Seek Understanding through the Customer

        Post-Production

    INVITATION

    APPENDIX A— GLOSSARY OF KEY TERMS

    APPENDIX B— FORMS, TOOLS, TEMPLATES

      Customer Needs

      Target Link

      Strategic Targeting

      Target Customer Profile

      Competitive Framework Option Tool

      Benefit Laddering Tool

      Reason-Why Tool

      Brand Character Tool

      Brand Positioning Statement

      Brand Positioning Statement Audit Tool

      Positioning Matrix

      Customer Insight Thought Process (Tool)

      Ad Strategy Statement

      Agency Brief

      The Campaign Idea

      Campaign Idea Assessment

      Execution Assessment Tool

      Storyboard Assessment

      Competitive Advertising Assessment Tool

    PHOTO SECTION

    INDEX

      A

      B

      C

      D

      E

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      G

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      I

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      M

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    ABOUT THE AUTHORS