11 Steps to Brand Heaven : The Ultimate Guide to Buying an Advertising Campaign,9780749428945

11 Steps to Brand Heaven : The Ultimate Guide to Buying an Advertising Campaign

by
ISBN13: 9780749428945
ISBN10: 0749428945
Format: Hardcover
Pub. Date: 1999-12-01
Publisher(s): Butterworth-Heinemann
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Table of Contents

Foreword xi(2)
Acknowledgements xiii
Introduction 1(2)
Step 1: Revelation
3(18)
Handy analogies
12(1)
Contradictions and paradoxes
13(2)
Do not relinquish myth control
15(2)
Where are you now?
17(3)
Proposition reprise
20(1)
Step 2: The cult
21(12)
The power of the brand
21(2)
Brand heaven
23(2)
The route to paradise
25(6)
Proposition recall
31(2)
Step 3: Genesis
33(30)
Meet the caveman
34(8)
The unholy doctrine
42(5)
See the light
47(5)
Dogma aversion
52(9)
Revise, revise, revise
61(2)
Step 4: Articles of faith
63(14)
Advertising, for late beginners
63(6)
Read me
69(6)
Stay on your toes
75(2)
Step 5: Readings from the prophets
77(20)
Blotting your copy
78(4)
The secret life of Brand X
82(1)
Sell hard, sell soft
83(3)
The radical chutzpah revolution
86(4)
Tomorrow begins here
90(5)
A thought at twilight
95(2)
Step 6: The quest for goodness
97(14)
Bad clients
98(1)
Good clients
98(10)
The lurking moral
108(2)
Propositions for enlightenment
110(1)
Step 7: The God Agency Guide
111(16)
Which?
111(2)
Anything to declare?
113(6)
How?
119(4)
What?
123(2)
Lessons
125(2)
Step 8: The chosen people
127(40)
The High Priest
129(4)
The Book
133(4)
The politics of creativity
137(4)
You can't buy it
141(7)
The saddest tale
148(3)
A little ray of sunshine
151(3)
Three hints
154(11)
Revise till it hurts
165(2)
Step 9: The day of judgement
167(30)
Fire!
167(3)
Help!
170(3)
A little appreciation is in order
173(3)
Cut on the bias
176(3)
Good ads
179(9)
Bad ads
188(7)
Revise and never forget
195(2)
Step 10: Sacrifice
197(34)
Black holes
199(1)
Eleven rules
200(28)
Proposals to remember
228(3)
Step 11: On the other side
231(8)
1. Post presentation
231(3)
2. Post post presentation
234(3)
3. Post appointment
237(2)
Index 239

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