具體描述
菲爾·杜森伯裏，1962年進入BBDO，擔任文案，並一路提升，最後成為BBDO北美公司的主席和首席創意官。在菲爾·杜森伯裏的領導下，BBDO一度成為麥迪遜大街上的領頭羊和宏盟王國的旗艦公司。2002年，他進入廣告名人堂。
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According to advertising legend Phil Dusenberry, business ideas may or may not be valuable, but true insights are much rarer than ideas and much more precious. A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business.
Consider just a few of the breakthrough insights that Dusenberry’s agency, BBDO, has offered their clients over the years: That General Electric’s unifying tagline should be “We bring good things to life.” That Pepsi should be targeting the “Pepsi Generation.” That Ronald Reagan’s 1984 reelection theme should be “Morning in America.” That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!
Dusenberry argues that these brainstorms don’t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process—Research, Analysis, Insight, Strategy, and Execution (RAISE)—in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO.
Moving the Needle will help businesspeople get to the heart of their toughest problems.
用戶評價
一直覺得士力架的廣告不錯，更新快有笑點還能讓人記住，個人最喜歡的是要死要活演韓劇這一版，每次看完都會笑，而能讓人發笑的廣告其實並不多。細數士力架的一係列廣告，其背後的邏輯就是you’re not you when you’re hungry！（你餓的時候就不是你瞭！）。這是美國士力架廣告...
評分 評分##《講透洞見》 一、什麼是洞見？ 都說廣告是個創意行當，各個廣告節卻隻開創意大奬，那洞見是什麼，他與創意有何區彆？ 一句話解答：“洞見就是明晰問題，而創意是巧妙解決。” 聽起來是不是不難？其實還真不難，下麵就用一個案例，帶你領略洞見的工作全貌。 1.“洞見遠勝創意”...
評分 評分 評分洞見這本書，隻與右腦有關。 當然，右腦的發達至關重要：它慢慢積纍經驗的火藥，等待冥思苦想和調查研究擦燃洞見的火花，然後迸發齣創意的美麗焰火，吸引並影響大眾。 這恰恰是前幾十年的商業世界的營銷規則：産品開始極大豐富，同質化已經白熱，傳統媒體和流行偶像正處於影響...
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