The Adweek Copywriting Handbook


Book Description

Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.







Quantum Marketing


Book Description

Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries. Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.




The Seven Basic Plots


Book Description

This remarkable and monumental book at last provides a comprehensive answer to the age-old riddle of whether there are only a small number of 'basic stories' in the world. Using a wealth of examples, from ancient myths and folk tales via the plays and novels of great literature to the popular movies and TV soap operas of today, it shows that there are seven archetypal themes which recur throughout every kind of storytelling. But this is only the prelude to an investigation into how and why we are 'programmed' to imagine stories in these ways, and how they relate to the inmost patterns of human psychology. Drawing on a vast array of examples, from Proust to detective stories, from the Marquis de Sade to E.T., Christopher Booker then leads us through the extraordinary changes in the nature of storytelling over the past 200 years, and why so many stories have 'lost the plot' by losing touch with their underlying archetypal purpose. Booker analyses why evolution has given us the need to tell stories and illustrates how storytelling has provided a uniquely revealing mirror to mankind's psychological development over the past 5000 years. This seminal book opens up in an entirely new way our understanding of the real purpose storytelling plays in our lives, and will be a talking point for years to come.




Digital Darwinism


Book Description

Digital Darwinism takes a closer look at disruptive thinking to inspire those who want to be the best at digital transformation. Change across business is accelerating, but the lifespan of companies is decreasing as leaders face a growing abundance of decisions to make, data to process and technology that threatens even the most established business models. These forces could destroy your company or, with the right strategy in place, help you transform it into a market leader. Digital Darwinism lends a guiding hand through the turbulence, offering practical strategies while sounding a call to action that lights a fire underneath complacency to inspire creative change. Digital Darwinism shines a light on the future by exploring technology, society and lessons from the past so you can understand how to adapt, what to embrace and what to ignore. Tom Goodwin proves that assumptions the business world has previously made about "digital" are wrong: incremental change isn't good enough, adding technology at the edges won't work and digital isn't a thing - it's everything. If you want your organization to succeed in the post-digital age, you need to be enlightened by Digital Darwinism.




Eating the Big Fish


Book Description

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.




Brandwashed


Book Description

A shocking insider's look at how global giants conspire to obscure the truth and manipulate our minds. Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars. Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals: New findings that reveal how advertisers and marketers intentionally target children at an alarmingly young age - starting when they are still in the womb! Shocking results of an fMRI study which uncovered what heterosexual men really think about when they see sexually provocative advertising (hint: it isn't their girlfriends). How marketers and retailers stoke the flames of public panic and capitalize on paranoia over global contagions, extreme weather events, and food contamination scares. The first ever neuroscientific evidence proving how addicted we all are to our iPhones and our Blackberry's (and the shocking reality of cell phone addiction - it can be harder to shake than addictions to drugs and alcohol). How companies of all stripes are secretly mining our digital footprints to uncover some of the most intimate details of our private lives, then using that information to target us with ads and offers 'perfectly tailored' to our psychological profiles. How certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive. What a 3-month long guerrilla marketing experiment, conducted specifically for this book, tells us about the most powerful hidden persuader of them all. And much, much more. This searing expose introduces a new class of tricks, techniques, and seductions - the Hidden Persuaders of the 21st century- and shows why they are more insidious and pervasive than ever.




The Devil's Mercedes


Book Description

Critically acclaimed author Robert Klara's The Devil's Mercedes chases down one of the most improbable stories of the postwar era: the national drama that erupted when Hitler’s armored limousine surfaced in the US. In 1938, Mercedes-Benz began production of the largest, most luxurious limousine in the world. A machine of frightening power and sinister beauty, the Grosser 770K Model 150 Offener Tourenwagen was 20 feet long, seven feet wide, and tipped the scales at 5 tons. Its supercharged, 230-horsepower engine propelled the beast to speeds over 100 m.p.h. while its occupants reclined on glove-leather seats stuffed with goose down. Armor plated and equipped with hidden compartments for Luger pistols, the 770K was a sumptuous monster with a monstrous patron: Adolph Hitler and the Nazi party. Deployed mainly for propaganda purposes before the war, the hand-built limousines—in which Hitler rode standing in the front seat—motored through elaborate rallies and appeared in countless newsreels, swiftly becoming the Nazi party’s most durable symbol of wealth and power. Had Hitler not so thoroughly dominated the scene with his own megalomania, his opulent limousine could easily have eclipsed him. Most of the 770Ks didn’t make it out of the rubble of World War II. But several of them did. And two of them found their way, secretly and separately, to the United States. In The Devil’s Mercedes, author Robert Klara uncovers the forgotten story of how Americans responded to these rolling relics of fascism on their soil. The limousines made headlines, drew crowds, made fortunes and ruined lives. What never became public was how both of the cars would ultimately become tangled in a web of confusion, mania, and opportunism, fully entwined in a story of mistaken identity. Nobody knew that the limousine touted as Hitler’s had in fact never belonged to him, while the Mercedes shrugged off as an ordinary staff car—one later abandoned in a warehouse and sold off as government surplus—turned out to be none other than Hitler’s personal automobile. It would take 40 years, a cast of carnies and millionaires, the United States Army, and the sleuthing efforts of an obscure Canadian librarian to bring the entire truth to light. As he recounts this remarkable drama, Klara probes the meaning of these haunting hulks and their power to attract, excite and disgust. The limousines’ appearance collided with an American populous celebrating a victory even as it sought to stay a step ahead of the war’s ghosts. Ultimately, The Devil’s Mercedes isn’t only the story of a rare and notorious car, but what that car taught postwar America about itself.




Confessions of an Advertising Man


Book Description

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.




The Hidden White House


Book Description

"In 1948, Harry Truman, President of the United States, almost fell through the ceiling of the Blue Room in a bathtub into a meeting of the Daughters of the American Revolution. A team of the nation's top architects was hastily assembled to inspect the White House, and upon seeing the state the old mansion was in, insisted the First Family be evicted immediately. What followed was the biggest home-improvement job the nation had ever seen"--