Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

By Carl Nichols Jr. and Bill Schley

Book Overview

Citing fundamental misunderstandings about branding that typically lead to failed advertising campaigns, a straight-talking guide defines branding as a process of creating an exclusive idea of value that is delivered consistently, in a volume that covers specific techniques for brand creation and maintenance. 30,000 first printing.

• Format: Hardcover
• Language: English
• ISBN: 1591841127
• ISBN13: 9781591841128
• Release Date: November 2005
• Publisher: Portfolio Hardcover
• Length: 256 Pages
• Weight: 0.80 lbs.
• Dimensions: 8.5" x 0.9" x 5.8"
• Age Range: 18 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

Love this book!

This book is a real eye opener. I gained so much clarity where I was previously confused. I fell in love with it and am so thankful that the writers were willing to tell me all these amazing secrets and truths for just the price of the book!! I would recommend it to any business/product owner. However, I really don't want my competitors to get ahold of this book! I am now excited about re branding my business! Totally motivated. It was also enjoyable and entertaining to read.

Amazing Book. What they don't teach in college

I am 21 years old and in my senior year of college with a marketing major. The CEO of the company I did my internship at this summer recomended this book to me. I am glad he did. This book gives amazing examples of what an organization must do to not only advertise correctly, but to make their product/service stand out. There are tons of great examples of prolific organizations that made simple changes to their company, and are now leaders in the market. I almost feel cheated at school because this book teaches more than any marketing class I have every taken.

The #1 Branding Book for Anyone

I'm only halfway through this magnficent book and have already recommended it to half a dozen people. I am fortunate to have stumbled across this book as I prepare to makeover my business (freelance writer) and web site. This book has me thinking in new ways and different directions than I would have without it, and I'm spending time identifying what my DSI truly is. Although this book is probably written more for companies, I think it should be a mandatory read for every independant contractor out there. Entertaining, common sense, and plenty of examples. Two thumbs up.

So Smart!

This is the "big picture" book. Anyone involved or interested or even schooled in marketing will have references and citations on how to do the many activities and understand trends that come under the "marketing" banner: creating great design, conducting a focus group, creating buzz, etc. While technique and expertise in these areas are important, it is all for naught if you don't stop to think about WHY you are doing them. This book drives home the point that everything you do must be consistent with the tenets relative to your business objective. Moreover, the book provides programmatic steps on how to discover those objectives and tenets. The stories and insights along the way are enlightening and lend such common sense to the book's overarching messages to stay focused and remember that buying decisions are made by people. I was totally engaged by the book which shifted my perspective. To me, that's the mark of an excellent book.

Excellent "Back to Basics" of Marketing

With so many branding "experts" around, its easy to lose sight of the fundamentals - here they are. A clear review of the basic principles of creating enduring, differentiated brands. Advocates a re-focus on the dominant selling idea as the primary driver of branding. Use this guide to break out of the "sameness" of brands and to focus on what your brand uniquely offers to customers. First half is branding theory and the second half is a "how to" map for implementation. It is a quick and entertaining read that is now on my desk for reference. I ordered copies for my team and have given copies to senior managers in my organization.