Then We Set His Hair on Fire epub pdf mobi txt 電子書 下載 2024
發表於2024-10-07
Then We Set His Hair on Fire epub pdf mobi txt 電子書 下載 2024
菲爾·杜森伯裏,1962年進入BBDO,擔任文案,並一路提升,最後成為BBDO北美公司的主席和首席創意官。在菲爾·杜森伯裏的領導下,BBDO一度成為麥迪遜大街上的領頭羊和宏盟王國的旗艦公司。2002年,他進入廣告名人堂。
在綫閱讀本書
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 電子書 下載 2024
Then We Set His Hair on Fire 下載 epub mobi pdf txt 電子書Then We Set His Hair on Fire mobi pdf epub txt 電子書 下載 2024
Then We Set His Hair on Fire epub pdf mobi txt 電子書 下載##如果是廣告人的話,看完會知道這本書是多麼的耀眼 再多的誇贊都是多餘的~ 看完會有豁然開朗的感覺,最近正學以緻用,反思工作中的一些問題 終於知道insight是什麼東西瞭 以前老納悶 前老闆娘為啥天天念叨這個單詞,原來她在BBDO呆過 這書蠻好,買瞭不虧,如果你做廣告的話
評分 評分 評分 評分##以下隻是我個人的想法,從寫作而言,他是一本相對較為誠懇的迴憶錄。但修飾過一些創作的細節,讓我相信他是一個廣告人。書中某些方法論是值得去推敲的,它是一把鑰匙,但是要打開那扇門需要用你的手。 書中采用通常一個廣告人的手法,以案例來證明其行動的正確性。在每部分論...
評分##(本文首發微信公號“釣書”,ID:hookbooks。 ←獨傢書摘和良心薦書請關注) 美國高中生杜森伯裏在內心渴望成為一名棒球大聯盟的球員,但體型和天分決定瞭他到不瞭那個級彆。盡管非常喜歡棒球,但杜森伯裏還是接受瞭這一點。喜歡唱歌而且嗓音不錯的他那時在紐約許多小俱樂部...
評分 評分 評分##(本文首發微信公號“釣書”,ID:hookbooks。 ←獨傢書摘和良心薦書請關注) 美國高中生杜森伯裏在內心渴望成為一名棒球大聯盟的球員,但體型和天分決定瞭他到不瞭那個級彆。盡管非常喜歡棒球,但杜森伯裏還是接受瞭這一點。喜歡唱歌而且嗓音不錯的他那時在紐約許多小俱樂部...
Then We Set His Hair on Fire epub pdf mobi txt 電子書 下載 2024