Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits
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More About This Title Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits
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Ben Mack is a sales and marketing expert and an award-winning ad-man who has worked on high-profile campaigns at several prominent agencies, including J. Walter Thompson, BBDO, WestWayne, T.G. Madison, WONGDOODY, and Deutsch. Visit www.ThinkTwoProductsAhead.com for more information.
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Foreword (Mark Joyner). Preface. Introduction. 1. Pool Hall Wisdom 2. Brand Misinformation versus Back-End Thinking. 3. The Common Thread and Thinking Two Products Ahead. 4. Branding? Be Good to Your Gander. 5. Branding Processes Are Strikingly Similar. 6. What’s a Brand Essence? 7. Legendary Branding. 8. Extracting a Brand Essence. 9. The Kama Sutra of Marketing: Five Basic Positions. 10. Framing to the Right Target Audience. 11. Structured Creativity: Framing Tools. 12. Creativity on Demand: Why Ad Agencies Can’t Brainstorm. 13. Feed Their Passions. 14. Plan to Have Many Conversations. 15. Everything Communicates. 16. Storytelling: Letting the Genie Out of the Bottle. 17. Branding and Thinking Two Products Ahead. Afterword: Myth, Magic, and Making Money the Old-Fashioned Way (Dave Lakhani). Appendix A. AKS. Appendix B. Jeff Lloyd’s Secret to Commercial Residential real Estate Sales. Appendix C. How to turn Every First Sale into a Residual Stream of Income: Direct Response Branding, FREE Seminar Details and Downloads. $197 e-Book. Acknowledgments. Index.
