A Master Class in Brand Planning

Name: A Master Class in Brand Planning
Brand: Unknown
SKU: 9780470517918
Price: 92.99 NZD
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The Timeless Works of Stephen King

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Summary

A Master Class in Brand Planning by Judie Lannon and Merry Baskin is a comprehensive guide that delves into the intricacies of brand planning. Drawing insights from some of the industry's leading experts, the book provides practical advice and strategies to create and sustain powerful brand identities. Its case studies and professional experiences offer readers an invaluable resource for understanding and navigating the fast-evolving world of brand management.
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Format: Hardback

$92⁹⁹

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A Master Class in Brand Planning

$92⁹⁹

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book may appeal to you if you are interested in the intricacies of brand planning and want to learn insights from advertising experts. It offers practical lessons and strategies that can enhance your understanding of how to effectively position and grow a brand in a competitive market. Perfect for entrepreneurs, marketing professionals, and anyone keen on developing their brand management prowess.

A Master Class in Brand Planning

In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine.

Description

In 1988, on Stephen King’s retirement, JWT published The King Papers, a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine.

A Master Class in Brand Planning is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.

The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment.

The book will serve as a valuable reference for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.

Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?

A Master Class in Brand Planning is regarded as an essential resource for planners, offering valuable insights that even clients would benefit from. It serves as a comprehensive reference for modern practitioners while providing sophisticated, contemporary perspectives on brand planning. Additionally, the book is considered a beneficial companion for continuous mental exercises, helping to clarify thoughts in ongoing professional settings.

Book Details

INFORMATION

ISBN: 9780470517918

Publisher: John Wiley & Sons Inc

Format: Hardback

Date Published: 26 October 2007

Country: United States

Imprint: John Wiley & Sons Inc

Contributors:

Edited by Judie Lannon
Edited by Merry Baskin

Audience: Professional and scholarly

DIMENSIONS

Spine width: 30.0mm

Width: 178.0mm

Height: 249.0mm

Weight: 822g

Pages: 400

Collections

Business & Entrepreneurship Marketing & Sales Non-Fiction

About the Author

Stephen King was a genuinely original thinker. He began his career in JWT (J. Walter Thompson) in London in 1959, retired from the agency in 1988 and spent the next 4 yeas at WPP. In addition, he spent 7 years as a director of the Henley Centre and was a Visiting Professor of Marketing at the Cranfield School of Management. During his career, he pioneered an entirely new organizational structure to support his ideas and philosophy – the importance of function called account planning and role of the account planner in creating advertising. It was a structure that was copied by agencies around the world. Stephen died in February 2006, leaving a legacy of articles and books about marketing, advertising, research and brand communications written over a thirty year period, which have influenced advertising people around the world. He is remembered as a leading intellectual figure in the world of communications strategy.

Judie Lannon isa Marketing Communications and Research Consultant. The major part of her career was with JWT London where she was Research and Planning Director for JWT Europe before leaving to set up her own consultancy. In addition to working with clients on branding projects, she is editor of Market Leader, the journal of the Marketing Society and on editorial board of the International Journal of Advertising

Merry Baskin, after several years as one of the industry’s top planning directors (including running the UK’s largest planning department at JWT and America’s coolest at Chiat/Day New York), founded her own strategic planning consultancy, Baskin Shark (where brands move forward or die!) in 2000. She also works with the APG and American Association of Advertising Agencies providing training for the advertising and marketing industry, and account planers in particular. She remains one of the leading lights behind the renaissance and expansion of the Account Planning Group (APG) both in the UK and overseas (UK Chairman 1998-2000).