Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits.
An ad agency insider reveals the branding secrets that the pros keep to themselves.
'Think Two Products Ahead' is a commonsense approach to marketing that empowers readers to define and develop their own brands with the same techniques and technologies as the big players–but without all the cost. Author Ben Mack, a long-time marketing and advertising insider, reveals the three-step branding plan that almost all the big advertisers employ, showing readers how they can do it themselves without all the cost. Mack also shows how the best and most effective branding happens when companies don’t just plan ahead, but plan two products ahead, using branding to leverage past products and strengths.
More than just a book on branding, 'Think Two Products Ahead' is about what it takes to innovate and succeed in competitive markets. By coupling branding efforts with product innovation, marketers and managers can get far more bang for their marketing buck. Mack shows readers how to do just that, giving them the power to brand products and companies using the same tools as the big boys. Plus, the book also includes insider information on what makes branding fail, the five basic marketing positions, framing a product properly, connecting with the consumer, and deciding which marketing ideas to act on.
For marketers, managers, entrepreneurs, and executives, 'Think Two Products Ahead' is a valuable resource in the effort to connect products and brands with consumers–without hiring a high-priced ad agency.
