Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025
发表于2025-05-20
Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025
菲尔·杜森伯里,1962年进入BBDO,担任文案,并一路提升,最后成为BBDO北美公司的主席和首席创意官。在菲尔·杜森伯里的领导下,BBDO一度成为麦迪逊大街上的领头羊和宏盟王国的旗舰公司。2002年,他进入广告名人堂。
在线阅读本书
According to advertising legend Phil Dusenberry, business ideas may or may not be valuable, but true insights are much rarer than ideas and much more precious. A good idea can inspire one commercial. But a good insight can fuel a thousand ideas, a thousand commercials. An insight gives you an entirely new way of thinking about your business.
Consider just a few of the breakthrough insights that Dusenberry’s agency, BBDO, has offered their clients over the years: That General Electric’s unifying tagline should be “We bring good things to life.” That Pepsi should be targeting the “Pepsi Generation.” That Ronald Reagan’s 1984 reelection theme should be “Morning in America.” That Visa should compare itself with American Express, not MasterCard. Talk about moving the needle!
Dusenberry argues that these brainstorms don’t come out of thin air, even at a world class organization like BBDO. They are actually the result of a rigorous and disciplined process of insight generation, one that any manager in any type of business can adopt. Dusenberry explains this process—Research, Analysis, Insight, Strategy, and Execution (RAISE)—in plain English. And he offers examples of some of the greatest business insights of our time, from the birth of Federal Express to the positioning of HBO.
Moving the Needle will help businesspeople get to the heart of their toughest problems.
Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025
Then We Set His Hair on Fire 下载 epub mobi pdf txt 电子书 2025Then We Set His Hair on Fire mobi pdf epub txt 电子书 下载 2025
Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载##本书可谓是一本广告经典案例大全,作者深入地解剖世界最富创意的广告公司BBDO经典广告的诞生过程,揭示了洞见和创意的区别,以及如何在激烈的竞争中获得洞见的方法。 核心内容 本书核心就是如何获得洞见,分两个部分来讲: 第一,什么是洞见,洞见有什么用;第二,寻找洞见的两...
评分 评分《洞见,世界最富创意的广告公司,一个洞见胜过一千个创意》 这就是the visionary写出来的书。看一本顶十本。 适合于广告策划,营销人员,真挚的作品 看完了有点失落,很久没有看到这么动人心弦的书了。 看时候拼命的看,想看;看完了又失落 洞见不同于创意,洞见是稀少的,是意外的 我还没有,但将具备可能哦~
评分 评分 评分 评分 评分 评分洞见是一本特别通俗易懂的广告营销入门书,对于想要从事广告行业或已经是这个领域的人来说,有很大的指导和帮助。其中大量的客户案例让洞见的理论不再枯燥无味,虽然一些理论已经过时,但依然对现代广告具有指导意义。本书可以让你建立起对广告营销的认知,从而对广告运作体系...
Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025