- How to Build a Winning Brand
- Antonio H. Adad
- Publisher: Central Book Supply, Inc.
- ISBN: 978-971-011-631-7
- No. of Pages: 50
- Size: 6 x 9
- Edition: 2013
Description:
The reason for writing this book is to share all I have learned from the past 36 years working at S. C. Johnson & Son, [SCJ] in brand management including the mistakes we have made.
I hear marketing people say “Advertising no longer works.”
The reason you hear this is because they do not understand what positioning and brand advertising is all about. I have been there and can laugh about it now. This book will focus precisely on how to make brands succeed, why brands fail and what to do with them.
It will also address the conflict that exists between the marketing company and the advertising agencies. Most companies blame the advertising agency for failure when in fact the sole responsibility for success and failure lies with the company’s marketing group.
After my 36 years with SCJ, I conducted many workshops on this subject for many multinational companies for about 10 years.
After each workshop on these basic principles on HOW to recognize what their brands stand for and looking at their advertising, I hear them say,
“Wow, how come this is so simple and we did not know about it?”
I would also hear the young brand managers say “Now that we know what to do and the changes necessary, how can we convince my boss [Marketing Director?]” My answer is always, “Well, that is your problem now since most Marketing Directors think they know it all after all they are already in a high position.” I also continue and say, “Look here guys, if you cannot make headways with your marketing boss, then resign and move on because unless you follow these basic principles you will not be successful and you will be blamed, so get the hell out of there.”
In my many workshops done for the past 10 years, only three companies had their marketing directors present and even their VP of marketing present. These companies then moved on to the right direction since they where in touch with me for years after the session.
Before we start, let me clarify that this book is all about Marketing, [Brand Management-Positioning and Advertising strategy].
It has nothing to do with Sales/Distribution.
The era of today is all about Positioning and Advertising Strategy. IT IS NOT ABOUT CREATIVE ADVERTISING. You will see many commercials on TV with fantastic creativity, but are OFF the brand positioning. These commercials will not sell product. If I tell you that “IF YOUR BRAND POSITIONING AND ADVERTISING COPY IS ON STRATEGY, YOU HAVE NO COMPETITION.” You will be laughing. However after you go through the basic principles in this book, you will stop laughing about this statement I just made.
So, Marketing as defined is:
“MARKETING” is the “art of MEANINGFUL SUSTAINABLE differentiation.” The ideal Marketing strategy is one that your competition is unable or unwilling to follow.
I WILL SHOW YOU HOW TO GET THERE.
First basic principle is SIMPLICITY.
The human mind hates confusion, Albert Einstein once said “Figuring out how to think about the problem.”
John Scully, president of McIntosh some time ago said: “EVERYTHING WE HAVE LEARNED IN THE INDUSTRIAL AGE HAS TENDED TO CREATE MORE AND MORE COMPLICATION. I THINK THAT MORE AND MORE PEOPLE ARE LEARNING THAT YOU HAVE TO SIMPLIFY, NOT COMPLICATE. THAT IS A VERY ASIAN IDEA — THAT SIMPLICITY IS THE ULTIMATE SOPHISTICATION.
SO KEEP IT SIMPLE.
