Présentation de l'éditeur
Being able to access both sides of his brain to simultaneously apply strategic and creative thinking was the way Jim Ebel positioned himself when he broke away from his corporate job, and went out on his own as one of America's first positioning and branding consultants. Now, 20 years later, having launched over 170 new brands, products and services that today generate nearly $4 billion dollars in annual sales for his clients, Ebel lets you in on his secrets for creating positioning and branding success. In plain talk he leads you through a process that teaches you how to recognize a good idea using a simple 5-step method, how to develop positioning that meets the Three T's test, how to predict how big your idea will be using simple arithmetic, and how to launch your idea using inexpensive and often forgotten marketing tactics. He uses real-world examples from his actual experiences covering a range of new products, brands and services from the smallest family businesses to the biggest most recognizable corporations in America. Along the way he pokes fun at his own profession including an entire chapter devoted to the use and abuse of jargon.
This book is written for those inside and outside of corporate America, from the Chief Marketing Officer to the Small Business Owner. A great book for graduate and undergraduate students as well.