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  • wu 6:10 pm on January 31, 2007 Permalink |  

    Ben Mack: Think Two Products Ahead 

    A brand essence need only make sense to the marketing team. Your brand essence is not the words necessarily used in your communications. Branding is often made to appear complicated. I’m making a case that branding is understandable, relevant, and, most importantly, profitable. You can’t really profitably use this tool until you extract your brand essence.

    – Ben Mack

    Just a sampling of the press Ben Mack is getting with his new book:

    Announce Your Brand Without The $26 Million Price Tag
    PR Web (press release)

    His name is Ben Mack… and he is an underground marketer… some call him the “Mad
    Marketer”.

    ‘Brad Fallon Speaking at jvAlert Live, Ben Mack Moves to #1

    From the inside flap:

    “…Using real examples from some of the most legendary (or disastrous) branding campaigns in history, Mack gives you an insider’s perspective—and inside advice—on which tactics will float your brand and which will sink it. He sorts the bad advice from the good, letting you avoid those missteps that get good companies in bad trouble.

    Branding isn’t magic. Not since Jay Levinson’s original Guerrilla Marketing book has an insider really spilled the beans and taught you how to use the professional grade tools that are so simple they work automatically. Think Two Products Ahead reveals inside secrets that make branding work for marketing budgets of any size—so you can grow your business faster and stronger than you imagined. When it comes to your brand, this insider’s guide proves that if you aren’t thinking two products ahead, you’re hardly thinking at all. “

    As of right now, as I post this, Ben Mack’s book has held the #1 spot for business book on amazon for three days now: amazon.com/gp/bestsellers/books/3/

    Apparently, people know a good book when they see it!

     
  • wu 4:36 pm on January 29, 2007 Permalink |  

    Ben Mack: Think Two Products Ahead 

    What Are You Willing To Make Happen?

    from Ben Mack’s new book:

    “I like one quote that you read earlier in this book, also from Arthur C. Clarke — just like J. K. Rowling, I’m not afraid to repeat important ideas. ‘Any sufficiently advanced technology is indistinguishable from magic.’
    “In working with creativity experts for the last two years, I’ve spent time on this issue. They label it creative problem solving. When approaching something that at first feels/appears impossible, these creativity experts ask ‘In what ways might we ______?’ The blank is filled in with a specific goal that may contribute toward a working solution. This may sound like hedging the task, but an indirect approach often proves useful.”
    Ben Mack, Think Two Products Ahead, (Wiley, 2007)

    More from his book:

    Ben Mack is a magician. His new book teaches maqic, if you’ve learned to read between the words….

    in his own words:

    “Branding is about keeping your new customers while you attract more customers. Branding is finding out what you stand for, and then communicating and delivering what you stand for. Here’s why the magic works: Modern consumers suffer from constant overchoice. A brand essence need only make sense to the marketing team. Your brand essence is not the words necessarily used in your communications. Branding is often made to appear complicated. I’m making a case that branding is understandable, relevant, and, most importantly, profitable. You can’t really profitably use this tool until you extract your brand essence. Precisely stating the strongest emotional benefits for buying your product or service is likely to both increase your immediate sales and deepen your relationship with existing customers, making them more likely to buy from you again, because every single contact you have with your dear customer is meaningful and can substantively affect your relationship and their likelihood to buy again.”

    This is what this book is about: learning how to think ahead in terms of business strategy… Think Two Products Ahead by Ben Mack and the community of people helping each other to work with these tools:

    ThinkTwoProductsAhead.ning.com

     
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