發表於2025-05-03
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 下載 mobi pdf epub txt 電子書 格式 2025
Then We Set His Hair on Fire 下載 mobi epub pdf 電子書一直覺得士力架的廣告不錯,更新快有笑點還能讓人記住,個人最喜歡的是要死要活演韓劇這一版,每次看完都會笑,而能讓人發笑的廣告其實並不多。細數士力架的一係列廣告,其背後的邏輯就是you’re not you when you’re hungry!(你餓的時候就不是你瞭!)。這是美國士力架廣告...
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...
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評分 評分 評分Then We Set His Hair on Fire mobi epub pdf txt 電子書 格式下載 2025