Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025
发表于2025-05-21
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。
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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##在广告圈,大多数策略都是拍脑袋 像我这样,冥思苦想了几个小时,偶然自己迸发出、或者同事的一句话激发了我们,就感觉找到了那个point,既是insight。 远远不够 bbdo老大哥告诉我们,还是要去调查的,当然也不能全部靠大规模的调研,甚至是大数据(我认为那些只是facts)。...
评分##以下只是我个人的想法,从写作而言,他是一本相对较为诚恳的回忆录。但修饰过一些创作的细节,让我相信他是一个广告人。书中某些方法论是值得去推敲的,它是一把钥匙,但是要打开那扇门需要用你的手。 书中采用通常一个广告人的手法,以案例来证明其行动的正确性。在每部分论...
评分 评分##在广告圈,大多数策略都是拍脑袋 像我这样,冥思苦想了几个小时,偶然自己迸发出、或者同事的一句话激发了我们,就感觉找到了那个point,既是insight。 远远不够 bbdo老大哥告诉我们,还是要去调查的,当然也不能全部靠大规模的调研,甚至是大数据(我认为那些只是facts)。...
评分 评分##一个提得好问题,是一个已经解决了一半的问题 某种意义上,思考远比操作有意义。 在一个团体里,大概有三分之一的人喜欢你,有三分之一的人讨厌你,还有三分之一未定,你要做的是,把那些讨厌你的家伙还有那些态度未定的家伙分开。 假设、从另一个角度考虑 成文的公司理念...
评分##今年还算顺利地走上了策划这条路,发现总结洞见insight是planner每天的工作。都说这本书做策划的人都应该看看,于是便买来读。 但读完觉得就是一本广告人手札,记录了一些广告人生涯当中的精彩案例和轶事,对我而言帮助并不大。这并不是一本系统论述如何发现和总结洞见的书。...
评分 评分##在广告圈,大多数策略都是拍脑袋 像我这样,冥思苦想了几个小时,偶然自己迸发出、或者同事的一句话激发了我们,就感觉找到了那个point,既是insight。 远远不够 bbdo老大哥告诉我们,还是要去调查的,当然也不能全部靠大规模的调研,甚至是大数据(我认为那些只是facts)。...
Then We Set His Hair on Fire epub pdf mobi txt 电子书 下载 2025