發表於2025-05-27
Then We Set His Hair on Fire pdf epub mobi txt 電子書 下載
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。
在綫閱讀本書
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.
##在封底的作者介紹裏麵,是這麼說的:“我畢生緻力於解決一個簡單的營銷難題:如何把客戶的品牌和其他品牌分開?如何讓它脫穎而齣?如何為它提供一個特質,讓它在公眾心目中比競爭者高一個檔次?” 這本書的內容就是展示瞭這3個問題的,作者的做法或者解法。 先總結一下這本書講...
評分##在閱讀中總會有些詞匯不太明白,這裏一一查齣來,分享給大傢看 書中提到的廣告,大部分已經找不到瞭,但是能找到的,是非常值得一看的,比如菲爾不斷提到的 蘋果《1984》 ﹡寬頻營銷 1關於"寬頻營銷"這個概念,從網絡寬頻技術得到應用之初便已經被業界提齣。而相對於網絡...
評分 評分 評分 評分 評分##在閱讀中總會有些詞匯不太明白,這裏一一查齣來,分享給大傢看 書中提到的廣告,大部分已經找不到瞭,但是能找到的,是非常值得一看的,比如菲爾不斷提到的 蘋果《1984》 ﹡寬頻營銷 1關於"寬頻營銷"這個概念,從網絡寬頻技術得到應用之初便已經被業界提齣。而相對於網絡...
評分Then We Set His Hair on Fire pdf epub mobi txt 電子書 下載