Working for nearly thirty years with and for leading companies including Citigroup, American Express, Epsilon, Apple, and Fidelity—with notable political and not-for-profit campaigns along the way—Steve Cone has the kind of hard-earned, high-level experience that translates into valuable, tested ideas on what really works—and doesn’t—in marketing.In Steal These Ideas! Cone delivers hundreds of pearls in a sharp, no-nonsense, and witty style on all facets of marketing, branding, and advertising with all the candor and freshness one would expect from a knowledgeable good friend in the business.Illustrated throughout with examples of the good, bad, and ugly in advertising, this is the secret stuff that no one ever teaches. Anyone can now steal these ideas and become a marketing star today.
Author(s): Steve Cone
Edition: 1
Year: 2005
Language: English
Pages: 208
Title page......Page 7
Copyright......Page 8
Contents......Page 10
Preface......Page 13
1. Three Hidden Ingredients in Every Winning Marketing Campaign......Page 17
2. In Simple Language: What Is a Brand? What Makes It Successful? How Do You Manage It?......Page 30
3. How to Create a Unique Selling Proposition......Page 38
4. Create, or Hire, or Beg, to Build a Memorable, Distinctive Personality for Your Business......Page 46
5. You Have to Be Able to See It to Read It......Page 58
6. Brochures Kill Trees: Make the Trees That Die for You Count......Page 86
7. Everlasting Tag Lines......Page 92
8. Think Globally, Act Locally … to a Point......Page 96
9. Integration Wins Wars and the Mind of the Consumer......Page 100
10. Location, Location, Location: Get the Most from Your Media Dollars......Page 106
11. No One Ever Bought Anything from an English Professor......Page 114
12. The Three Most Important Customer Lessons You Will Ever Learn......Page 120
13. The Art of Building Effective Loyalty Programs......Page 130
14. Surprise! We're All Getting Older......Page 140
15. The Big Breakthrough Idea: Where Does It Come From?......Page 148
16. The Web: Hype and Hope......Page 154
17. The Power of Public Relations and Sponsorships......Page 158
18. Politics and Promotion......Page 166
19. In the Spotlight......Page 174
20. Confucius and Stardom......Page 182
21. How to Make the Most of Your Advertising Agency......Page 186
22. The Ten Secrets You Really Need to Steal......Page 192
23. Being All That We Can Be......Page 196
Index......Page 198
