Porchlight Business Book Awards season is here.

Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

By Bill Schley and Carl Nichols

PRINT ON DEMAND— Shipping will be delayed 1-6 weeks for printing
(Depends on publisher)

Winner of the Best Marketing Books Award from Strategy + Business Magazine. There s a Big Idea waiting inside your brand that can make you #1. Find it and shape it yourself or competitors and customers will do it for you. And we promise, you won t like the tagline. A few years back, a best seller called Why Johnny Can t Read shocked the education establishment and revived the lost art of phonics.

READ FULL DESCRIPTION

Quantity Price Discount
List Price $15.95  

Quick Quote

Lorem ipsum dolor sit amet, consectetur adipisicing elit

Non-returnable discount pricing

$15.95


Book Information

Publisher: N.W. Widener
Publish Date: 05/28/2010
Pages: 224
ISBN-13: 9780982694176
ISBN-10: 0982694172
Language: English

Full Description

Winner of the Best Marketing Books Award from Strategy + Business Magazine.

There s a Big Idea waiting inside your brand that can make you #1. Find it and shape it yourself or competitors and customers will do it for you. And we promise, you won t like the tagline.

A few years back, a best seller called Why Johnny Can t Read shocked the education establishment and revived the lost art of phonics. Now, Why Johnny Can t Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea.
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. The stakes are huge, especially in a world with 155 kinds of shampoo. 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 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. The DSI is the thing you do that s superlative, important, believable, memorable and tangible the difference that makes people want to buy you. It puts you in a category of one.

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. How positioning turns your brand asset from fool s gold to real gold
3. Why Harvard and Stanford MBAs are the last to get it (but they can learn this too)
4. How to find your Big Idea in about eight weeks then keep it...
and so much more.

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.

About the Author

Bill Schley is an award-winning branding expert, author, speaker, and a lifelong entrepreneur. He is co-founder of the strategic branding firm BrandTeamSix, known for creating the Dominant Selling Idea and Micro-Scripts at some of the world's most successful companies. He began his career as a writer at legendary Ted Bates Advertising Agency-the original Mad Men agency in New York-where he won an Effie Award for sales-effective advertising.

Learn More

We have updated our privacy policy. Click here to read our full policy.