{"product_id":"what-makes-winning-brands-different-isbn-9780471720256","title":"What Makes Winning Brands Different?","description":"This book increases advertising effectiveness through lessons drawn from the bestselling brands of the world. Analyzing over 500 extremely effective campaigns, the authors extract the underlying strategies and psychological approaches which made them successful and combine them into a proven program for readers to apply to their own brands. The result is a practical toolkit featuring 60 precise techniques which systematically help to build winning brands, achieve growth and solve any brand problem.\u003cbr\u003e \u003cbr\u003e * Provides the first ever complete analysis of successful brands to discover what has really driven their success. Enables readers to build for the first time on this global branding experience.\u003cbr\u003e * Identifies the 'growth codes' consistently applied by successful brands, and isolates them to create a global standard tool that anyone can apply them to sell more product at minimum risk.\u003cbr\u003e * Based on a six-year study of 1,045 extremely successful brands from all over the world. Includes international case examples from Nestlé, Siemens, Procter and Gamble and many more.\u003cbr\u003e * Formerly at Procter \u0026amp; Gamble, the authors are among Europe's leading marketers. They run their own agency and have been selected as marketers for the world's first virtual agency.Wie kann man die kritischsten Marketinghürden nehmen und nahezu jeden Markenartikel auf einen neuen Erfolgskurs bringen? Mit dem richtigen \"Wachstumscode\"! Dieses Buch zeigt Ihnen, wie Sie Ihren Werbeerfolg verbessern. Zum ersten Mal wurden mehr als 1000 sehr erfolgreiche Marken analysiert, und zwar in den Branchen Lebensmittel, Non-Food, Verbrauchsgüter, Investitionsgüter und Dienstleistungen. Die Autoren haben die Strategien und psychologischen Ansätze der jeweiligen Werbekampagnen isoliert und genau untersucht. Auf Basis dieser Ergebnisse haben sie 27 Growth Codes (Wachstumscodes) entwickelt und in einen praktischen Maßnahmenkatalog umgesetzt, der 60 detaillierte Techniken enthält. Anhand aussagekräftiger Fallstudien führender Marken wird anschaulich beschrieben, wie die einzelnen Techniken funktionieren und wie man sie wirkungsvoll einsetzt. Mit diesem Leitfaden lernen Sie schnell und systematisch, erfolgreiche Marken aufzubauen, Wachstum zu fördern und jedes Markenproblem zu lösen. \u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eSomething New xiii\u003c\/p\u003e \u003cp\u003eOverview xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Road to a New Method 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Meltdown 1\u003c\/p\u003e \u003cp\u003eThe Inkling of an Idea 3\u003c\/p\u003e \u003cp\u003eDetective Work 5\u003c\/p\u003e \u003cp\u003eUncovering Growth Codes 7\u003c\/p\u003e \u003cp\u003eThe blw Method 9\u003c\/p\u003e \u003cp\u003eThe Big Opportunity 13\u003c\/p\u003e \u003cp\u003eSummary 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Portal 1: Benefits \u0026amp; Promises 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Addressing Life Interests 21\u003c\/p\u003e \u003cp\u003e2 Pinpointing a Threat 26\u003c\/p\u003e \u003cp\u003e3 Adopting a Spirit 31\u003c\/p\u003e \u003cp\u003e4 Finding the Magic 35\u003c\/p\u003e \u003cp\u003e5 Making a Mind-Movie 39\u003c\/p\u003e \u003cp\u003eSummary 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Portal 2: Norms \u0026amp; Values 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Eliminating Guilt 51\u003c\/p\u003e \u003cp\u003e2 Challenging Pride 55\u003c\/p\u003e \u003cp\u003e3 Exposing Inconsistences 60\u003c\/p\u003e \u003cp\u003e4 Overturning Taboos 63\u003c\/p\u003e \u003cp\u003eSummary 67\u003cbr\u003e\u003cbr\u003e\u003cb\u003e4 Portal 3: Perceptions \u0026amp; Programs 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Marking Your Territory 76\u003c\/p\u003e \u003cp\u003e2 Cutting into Another Market 84\u003c\/p\u003e \u003cp\u003e3 Redefining your League 88\u003c\/p\u003e \u003cp\u003e4 Inverting a Negative 94\u003c\/p\u003e \u003cp\u003e5 Resetting Routines 98\u003c\/p\u003e \u003cp\u003eSummary 102\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Portal 4: Identity \u0026amp; Self-Expression 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Demonstrating Character 111\u003c\/p\u003e \u003cp\u003e2 Advocating an Ideology 118\u003c\/p\u003e \u003cp\u003e3 Attesting Kinship 123\u003c\/p\u003e \u003cp\u003e4 Creating a Hero 127\u003c\/p\u003e \u003cp\u003e5 Expressing Personal Messages 132\u003c\/p\u003e \u003cp\u003eSummary 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Portal 5: Emotions \u0026amp; Love 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Being a Friend 142\u003c\/p\u003e \u003cp\u003e2 Tapping into Emotions 144\u003c\/p\u003e \u003cp\u003e3 Nurturing a Yearning 149\u003c\/p\u003e \u003cp\u003e4 Arousing Empathy 155\u003c\/p\u003e \u003cp\u003eSummary 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Working with Growth Codes 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCase Study: Siemens S4 Power Mobile Phone 164\u003c\/p\u003e \u003cp\u003eCase Study: Siemans S6 Mobile Phone 167\u003c\/p\u003e \u003cp\u003eCase Study: Siemans S10 Mobile Phone 170\u003c\/p\u003e \u003cp\u003eTest Case: A Cold Relief Bubble Bath 172\u003c\/p\u003e \u003cp\u003eTest Case: A Radio Station 176\u003c\/p\u003e \u003cp\u003eTest Case: A Lip Balm 182\u003c\/p\u003e \u003cp\u003eSummary 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Taking Growth codes into the Internet Age 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBibliography 199\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e Andreas Buchholz (born in 1963) and Wolfram Wördemann (born in 1965) started their business career at Procter \u0026amp; Gamble, marketing Vicks, Pampers etc. In 1994, Buchholz \u0026amp; Wördemann founded their own advertising agency which, in 1999, merged with White Lion International (Krefeld, Germany), Europe's leading discount agency. Their mission, is to deliver more marketing effectiveness at rates up to 50% more competitive vs. traditional agencies. Today, Buchholz \u0026amp; Wördemann are on the board of White Lion, work as consultants to international corporations and hold seminars and workshops on their new blw method. If you want to get in touch. www.white-lion.de or call + 49 (0) 6172 66 40 50 Andreas Buchholz and Wolfram Wördemann have reached the end of a six-year research project - a never before attempted analysis of over 1000 winning brands in the food, non-food, consumer goods, investment goods, and service industries, to establish a blueprint for brand growth. The authors posit that winning brands achieve outstanding growth in terms of sales and market share by adhering to specific 'laws' when activating a specific purchase motive in the Consumer's mind. They are called Growth Codes - and they are applicable to any product or service in any market. Growth codes can help you identify a new, unexpected and compelling purchase motive for an average beer brand, for a car brand that is losing market share, or for an insurance company that the consumer perceives to be too expensive. The 27 Growth Codes discovered by the authors are unveiled in this book. Validated with compelling case studies of leading brands and best practices around the world, this book shows you how the method works and how effectively it can be applied. what makes winning brands different the hidden method behind the world's most successful brands How can you overcome the worst marketing odds and set virtually any brand on a new path to growth?\u003cbr\u003e * A fruit juice suddenly experiences a growth rate of 35% even though the consumer finds it more watery, sweeter and more artificial than 100% pure juice products.\u003cbr\u003e * A mini car becomes an overnight success that lasts years although it looks and handles like a shoebox on wheels.\u003cbr\u003e * A pasta brand achieves market dominance against 400 competitors in the same market, and this despite the fact that it has no objective quality advantage.\u003cbr\u003e According to Andreas Buchholz and Wolfram Wördemann, who have reached the end of a six-year research project on how and why some brands succeed in consistently outperforming their competitors, it all boils down to the right growth code. In this highly practical and readable book you will learn what makes the success of the world's leading brands and how you can apply these lessons to your own product or service. Learning from winning brands is the best way to create new winning brands. Put the Buchholz and Wördemann method to work on any marketing challenge and develop a winning strategy for your brand. Marketing","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990481158373,"sku":"NP9780471720256","price":75.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471720256.jpg?v=1761787999","url":"https:\/\/k12savings.com\/products\/what-makes-winning-brands-different-isbn-9780471720256","provider":"K12savings","version":"1.0","type":"link"}