發表於2025-05-24
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##今年還算順利地走上瞭策劃這條路,發現總結洞見insight是planner每天的工作。都說這本書做策劃的人都應該看看,於是便買來讀。 但讀完覺得就是一本廣告人手劄,記錄瞭一些廣告人生涯當中的精彩案例和軼事,對我而言幫助並不大。這並不是一本係統論述如何發現和總結洞見的書。...
評分 評分##今年還算順利地走上瞭策劃這條路,發現總結洞見insight是planner每天的工作。都說這本書做策劃的人都應該看看,於是便買來讀。 但讀完覺得就是一本廣告人手劄,記錄瞭一些廣告人生涯當中的精彩案例和軼事,對我而言幫助並不大。這並不是一本係統論述如何發現和總結洞見的書。...
評分##在廣告圈,大多數策略都是拍腦袋 像我這樣,冥思苦想瞭幾個小時,偶然自己迸發齣、或者同事的一句話激發瞭我們,就感覺找到瞭那個point,既是insight。 遠遠不夠 bbdo老大哥告訴我們,還是要去調查的,當然也不能全部靠大規模的調研,甚至是大數據(我認為那些隻是facts)。...
評分 評分##在封底的作者介紹裏麵,是這麼說的:“我畢生緻力於解決一個簡單的營銷難題:如何把客戶的品牌和其他品牌分開?如何讓它脫穎而齣?如何為它提供一個特質,讓它在公眾心目中比競爭者高一個檔次?” 這本書的內容就是展示瞭這3個問題的,作者的做法或者解法。 先總結一下這本書講...
Then We Set His Hair on Fire mobi epub pdf txt 電子書 格式下載 2025