Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising PDF
Preview Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising
Creating Brand Loyalty : The Management title: of Power Positioning and Really Great Advertising Czerniawski, Richard D.; Maloney, Michael author: W. publisher: AMACOM Books isbn10 | asin: 0814405010 print isbn13: 9780814405017 ebook isbn13: 9780814424070 language: English Advertising--Brand name products, Brand subject loyalty. publication date: 1999 lcc: HF6161.B4C94 1999eb ddc: 658.8/343 Advertising--Brand name products, Brand subject: loyalty. Page i All really great advertising emanates from a really great idea with a motivated champion determined to bring it to life. Creating Brand Loyalty makes a powerful and articulate case for the client to be that champion throughout the creative process. Recommended reading for all marketing professionals. David H. Brenner, Senior Vice President New Business Ventures, Amway Business is war. Today, there are more worthy opponents armed with more information and resources than ever. Creating Brand Loyalty is a timeless Zen weapon without limitation. It will expand your mind, management capabilities, and capacity to create new solutions for increasing brand value and building your business. Ron Hirasawa, CEO & Chairman General Products & Services Corporation Participants from around the world at the Johnson & Johnson School of Advertising have welcomed the practical approach and hands-on experience Richard and Mike have brought to our company. Their contribution has been invaluable and a joy. Richard Cook, Executive Director Johnson & Johnson School of Advertising In real estate the key is location; in marketing it's positioning. And nobody communicates the power of positioning and how to identify and translate it into action better than Czerniawski and Maloney. For years I've been sending my staff to their Strategic Positioning and Ad College seminars. Their message is universally applicable and essential to approaching any market strategically. Creating Brand Loyalty will become required readingas it should be for anyone looking to maximize his or her advertising dollar. Richard Strup, Senior Vice President Corporate Strategy and Miller International Miller Brewing Company Czerniawski and Maloney really get it. Everything starts with a powerful brand positioning. Now you can get it. This book tells you how to develop one and then convert it into high-impact advertising. A marketer couldn't ask for more. Dwight Riskey, Senior Vice President Frito-Lay International Czerniawski and Maloney have combined their extensive marketing and consulting experiences to produce an engaging advertising guide full of practical advice and real-world examples. Brad Moore, President Hallmark Hall of Fame Productions Great advertising is the responsibility of the client as much as the advertising agency. Unfortunately, too many clients don't internalize this shared responsibility or just don't have the expertise to contribute. Mike and Richard know how to help clients become true partners in the process of developing effective advertising. They translate their broad experience and personal insight into practical application. Bill Weintraub, Senior Vice President, Marketing Coors Brewing Company Page ii Building a dynamic brand is the core driver for the most successful long term growth businesses. Both Richard and Mike are extraordinary marketers who have built major international brands and contributed to the success of a wide array of leading companies. This book captures their strategic insights and is a tremendous, thought-provoking work that will help all of its readers to build stronger brands for the future. Bill Atchinson, General Manager, Celestial Seasonings This book will help both clients and agencies significantly improve the impact of advertising, taking it from ordinary to great. These approaches have helped me in many situations. Jerry Noonan, Senior Vice President, Marketing and Product Development, Polaroid Corporation From concept development to creative execution, Creating Brand Loyalty is a valuable and practical tool for producing powerful advertising. W. Leo Kiely III, President, Coors Brewing Company One of the most important pieces of work one ever undertakes as guardian of a brand is positioning. Richard and Mike have developed a straightforward, common sense approach to positioning which results in building a brand that has a real competitive advantage. A worthwhile read for anyone committed to creating brand greatness. Nannette Gardetto, Executive Vice President Gardetto's In Creating Brand Loyalty, Czerniawski and Maloney provide marketers with invaluable advice for building strong, enduring brands. They also show you how to develop and nurture successful client-agency relationships. Joseph Doyle, President/CEO BGMHealth communications Creating Brand Loyalty addresses the most important issue in a marketer's lifebrand positioning. The concept of Power Positioning is the link to great advertising. Improved brand power can only result through the application of disciplines presented in this book. Frank A. Sajovic, Executive Vice President, Marketing Pharmavite Corporation The primary responsibility of a marketer is the building and development of the brand. It's a company's most important asset. Richard and Mike share a lifetime of knowledge, demonstrating how to do it with excellence. Their book is a must read for anyone interested in building the value of his or her company. Dave Ellis, General Manager, Xerox Corporation It is refreshing to see a book about marketing that has practical application and is written by individuals who have "been there, done that". If you are interested in a book that provides practical marketing advice with a process and tools to execute it with excellence, Creating Brand Loyalty is a must read. Shelley Spencer, Vice President, Global Category Director, OTC, Bristol-Myers Squibb Company Richard and Mike's book is the perfect roadmap for developing the "Power" Brand Positioning and bringing it to life in the marketplace. Ellen S. Hoenig, Vice President, Consumer Marketing U.S. Pharmaceutical Group, Bristol-Myers Squibb Page v Creating Brand Loyalty The Management of Power Positioning and Really Great Advertising Richard D. Czerniawski Michael W. Maloney Page vi Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019. Tel.: 212-903-8316. Fax: 212-903- 8083 This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Czerniawski, Richard D. Creating brand loyalty: the management of power positioning and really great advertising / Richard D. Czerniawski, Michael W. Maloney. p. cm. Includes index. ISBN 0-8144-0501-0 1. AdvertisingBrand name products. 2. Brand loyalty. I. Maloney, Michael W. II. Title. HF6161.B4C94 1999 658.8'343dc21 99-26211 658.8'343dc21 99-26211 CIP © 1999 Richard D. Czerniawski and Michael W. Maloney All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5 4 3 2 Page vii CONTENTS Acknowledgments ix ForewordThe Client's View xiii ForewordThe Creative Director's View xvi Introduction xix Pre-Production 1 1. "What Think?" About Advertising 3 Building a Brand Through Power Positioning 15 2. PositioningThe Foundation for the Brand 17 3. Prospecting for Pay DirtCustomer Needs and Knowing 26 When to "Lead with Need" 4. Sighting the Right Bull's-Eye Target Customer 35 5. Setting the Competitive Framework for a Competitive 57 Edge 6. Building Better Benefits for a Compelling Payoff 69 7. Engineering BenefitCredibility with the Reason-Why 85 8. Developing a Winning Personality Through Brand 95 Character Page viii 9. Bullet-Proofing Your Positioning 109 10. Getting the Big Picture with the Positioning Matrix 116 11. Going Beyond Words to Establish Power Positioning 126 Managing Really Great Advertising 139 12. Defining What Makes Advertising Really Great 141 13. The Surefooted Way to Setting Ad Direction 147 14. Creating Campaign Ideas for More Compelling 173 Communications 15. Executing TV and Print Campaign Ideas: All You 194 Need to Know Processes That Work 217 16. Moving ASAP from Strategy to Successful 219 Advertising 17. ClientAgency Relationship: Practices for Making 230 Beautiful Music Together 18. Mastering the Language of Storyboards and Coaching 241 Creative Presentations Post-Production 249 19. "What Think?" Again 251 Invitation 264 Appendix A: Glossary of Key Terms 265 Appendix B: Forms, Tools, Templates 269 Index 291
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