 Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits
ISBN: 978-0-470-05576-2
Hardcover
256 pages
January 2007
US $21.95
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Preface.
Introduction.
1. Pool Hall Wisdom
2. Brand Misinformation versus Back-End Thinking.
3. The Common Thread and Thinking Two Products Ahead.
4. Branding? Be Good to Your
5. Branding Processes Are Strikingly Similar.
6. What’s a Brand Essence?
7. Legendary Branding.
8. Extracting a Brand Essence.
9. The
10. Framing to the Right Target Audience.
11. Structured Creativity: Framing Tools.
12. Creativity on Demand: Why Ad Agencies Can’t Brainstorm.
13. Feed Their Passions.
14. Plan to Have Many Conversations.
15. Everything Communicates.
16. Storytelling: Letting the Genie Out of the Bottle.
17. Branding and Thinking Two Products Ahead.
Afterword: Myth, Magic, and Making Money the
Appendix A. AKS.
Appendix B. Jeff Lloyd’s Secret to Commercial Residential real Estate Sales.
Appendix C. How to turn Every First Sale into a Residual Stream of Income: Direct Response Branding, FREE Seminar Details and Downloads.
$197 e-Book.
Acknowledgments.
Index.
