Winner of the Best Marketing Books Award from Strategy + Business Magazine.
In a world with 300 million messages whizzing by every second, it gives us the ultimate advantage an inspiring, power-packed return to the secret of the Idea centered brand.. and so much more.
How to find your Big Idea in about eight weeks then keep it...
Why Harvard and Stanford MBAs are the last to get it (but they can learn this too) 4.
How positioning turns your brand asset from fool s gold to real gold 3.
In the often funny, page-turning style of two award-winning, former Madison Avenue communicators, Schley and Nichols explain: 1.
Why real branding is the opposite of what you think 2.
It puts you in a category of one.
The DSI is the thing you do that s superlative, important, believable, memorable and tangible the difference that makes people want to buy you.
The secret is uncovering your Dominant Selling Idea (DSI) the one unifying Idea at the center of every brand before you charge ahead with advertising or anything else.
So why do so many good companies choose wrong? In fact, why do most fail to differentiate at all handing what some call an unfair advantage to the few who do? The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Can t Brand.
The stakes are huge, especially in a world with 155 kinds of shampoo.
According to Bill Schley and Carl Nichols, Jr., modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk.
Now, Why Johnny Can t Brand blows the lid off the marketing establishment by reviving the Lost art of the Big Idea.
A few years back, a best seller called Why Johnny Can t Read shocked the education establishment and revived the Lost art of phonics.
And we promise, you won t like the tagline.
Find it and shape it yourself or competitors and customers will do it for you.
There s a Big Idea waiting inside your brand that can make you #1.
Winner of the Best Marketing Books Award from Strategy + Business Magazine
