8周打造第一品牌 Why Johnny Can't Brand：Rediscovering the Lost Art of the Big Idea

Toomanycompaniesthinkthatsplashyadvertisingandcoolpackagingisthesamethingasbranding.Marketerstalkaboutbrandcharismaorbrandwarfare,spendmillionsonentertainingadsstarringdancingchimpanzeesorcowboysherdingcats,butfailtodifferentiatetheirproductorgiveconsumersarealreasontopayattention.Thentheywonderwhytheircampaignsfail.Thisin-your-face,down-to-earthguideexplainsrealbranding:theprocessofcreatinganexclusiveideaofvaluethatconsumerscantrustyoutodeliverconsistently.Itoffersauniqueeight-weekprogramthatcanhelpanycompanycreatea#1brandbyfocusingontheonebigideathatwillmakepeoplereallywantyourproductorservice.ThesameprinciplesapplytoFordMotorCompanyandFrankie’sLawn&Gardenshop.SchleyandNicholsteachreadershowto:•abandontheirpreciouslistsoffeaturesandbenefits•focusonasimple,singularmessage•distillakillerdominantsellingidea•rolloutanewbrandidentity