Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

582 Pages·1999·6.82 MB·English

by  Richard D. Czerniawski

Creating Brand Loyalty : The Management
title: of Power Positioning and Really Great
Advertising
Czerniawski, Richard D.; Maloney, Michael
author:
W.
publisher: AMACOM Books
isbn10 | asin: 0814405010
print isbn13: 9780814405017
ebook isbn13: 9780814424070
language: English
Advertising--Brand name products, Brand
subject
loyalty.
publication date: 1999
lcc: HF6161.B4C94 1999eb
ddc: 658.8/343
Advertising--Brand name products, Brand
subject:
loyalty.
Page i
All really great advertising emanates from a really great idea with a
motivated champion determined to bring it to life. Creating Brand
Loyalty makes a powerful and articulate case for the client to be that
champion throughout the creative process. Recommended reading for
all marketing professionals.
David H. Brenner, Senior Vice President
New Business Ventures, Amway
Business is war. Today, there are more worthy opponents armed with
more information and resources than ever. Creating Brand Loyalty is
a timeless Zen weapon without limitation. It will expand your mind,
management capabilities, and capacity to create new solutions for
increasing brand value and building your business.
Ron Hirasawa, CEO & Chairman
General Products & Services Corporation
Participants from around the world at the Johnson & Johnson School
of Advertising have welcomed the practical approach and hands-on
experience Richard and Mike have brought to our company. Their
contribution has been invaluable and a joy.
Richard Cook, Executive Director
Johnson & Johnson School of Advertising
In real estate the key is location; in marketing it's positioning. And
nobody communicates the power of positioning and how to identify
and translate it into action better than Czerniawski and Maloney. For
years I've been sending my staff to their Strategic Positioning and Ad
College seminars. Their message is universally applicable and
essential to approaching any market strategically. Creating Brand
Loyalty will become required readingas it should be for anyone
looking to maximize his or her advertising dollar.
Richard Strup, Senior Vice President
Corporate Strategy and Miller International
Miller Brewing Company
Czerniawski and Maloney really get it. Everything starts with a
powerful brand positioning. Now you can get it. This book tells you
how to develop one and then convert it into high-impact advertising. A
marketer couldn't ask for more.
Dwight Riskey, Senior Vice President
Frito-Lay International
Czerniawski and Maloney have combined their extensive marketing
and consulting experiences to produce an engaging advertising guide
full of practical advice and real-world examples.
Brad Moore, President
Hallmark Hall of Fame Productions
Great advertising is the responsibility of the client as much as the
advertising agency. Unfortunately, too many clients don't internalize
this shared responsibility or just don't have the expertise to contribute.
Mike and Richard know how to help clients become true partners in
the process of developing effective advertising. They translate their
broad experience and personal insight into practical application.
Bill Weintraub, Senior Vice President, Marketing
Coors Brewing Company
Page ii
Building a dynamic brand is the core driver for the most successful
long term growth businesses. Both Richard and Mike are
extraordinary marketers who have built major international brands
and contributed to the success of a wide array of leading companies.
This book captures their strategic insights and is a tremendous,
thought-provoking work that will help all of its readers to build
stronger brands for the future.
Bill Atchinson, General Manager,
Celestial Seasonings
This book will help both clients and agencies significantly improve the
impact of advertising, taking it from ordinary to great. These
approaches have helped me in many situations.
Jerry Noonan, Senior Vice President, Marketing and Product
Development, Polaroid Corporation
From concept development to creative execution, Creating Brand
Loyalty is a valuable and practical tool for producing powerful
advertising.
W. Leo Kiely III, President,
Coors Brewing Company
One of the most important pieces of work one ever undertakes as
guardian of a brand is positioning. Richard and Mike have developed
a straightforward, common sense approach to positioning which
results in building a brand that has a real competitive advantage. A
worthwhile read for anyone committed to creating brand greatness.
Nannette Gardetto, Executive Vice President Gardetto's
In Creating Brand Loyalty, Czerniawski and Maloney provide
marketers with invaluable advice for building strong, enduring
brands. They also show you how to develop and nurture successful
client-agency relationships.
Joseph Doyle, President/CEO
BGMHealth communications
Creating Brand Loyalty addresses the most important issue in a
marketer's lifebrand positioning. The concept of Power Positioning is
the link to great advertising. Improved brand power can only result
through the application of disciplines presented in this book.
Frank A. Sajovic, Executive Vice President, Marketing
Pharmavite Corporation
The primary responsibility of a marketer is the building and
development of the brand. It's a company's most important asset.
Richard and Mike share a lifetime of knowledge, demonstrating how
to do it with excellence. Their book is a must read for anyone
interested in building the value of his or her company.
Dave Ellis, General Manager,
Xerox Corporation
It is refreshing to see a book about marketing that has practical
application and is written by individuals who have "been there, done
that". If you are interested in a book that provides practical marketing
advice with a process and tools to execute it with excellence, Creating
Brand Loyalty is a must read.
Shelley Spencer, Vice President, Global Category Director, OTC,
Bristol-Myers Squibb Company
Richard and Mike's book is the perfect roadmap for developing the
"Power" Brand Positioning and bringing it to life in the marketplace.
Ellen S. Hoenig, Vice President, Consumer Marketing U.S.
Pharmaceutical Group,
Bristol-Myers Squibb
Page v
Creating Brand Loyalty
The Management of Power Positioning and Really Great
Advertising
Richard D. Czerniawski
Michael W. Maloney
Page vi
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Library of Congress Cataloging-in-Publication Data
Czerniawski, Richard D.
Creating brand loyalty: the management of power positioning and
really great advertising / Richard D. Czerniawski, Michael W. Maloney.
p. cm.
Includes index.
ISBN 0-8144-0501-0
1. AdvertisingBrand name products. 2. Brand loyalty.
I. Maloney, Michael W. II. Title.
HF6161.B4C94 1999
658.8'343dc21 99-26211
658.8'343dc21 99-26211
CIP
© 1999 Richard D. Czerniawski and Michael W. Maloney
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or
transmitted in whole or in part, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise, without
the prior written permission of AMACOM, an imprint of AMA
Publications, a division of American Management Association, 1601
Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2
Page vii
CONTENTS
Acknowledgments ix
ForewordThe Client's View xiii
ForewordThe Creative Director's View xvi
Introduction xix
Pre-Production 1
1. "What Think?" About Advertising 3
Building a Brand Through Power Positioning 15
2. PositioningThe Foundation for the Brand 17
3. Prospecting for Pay DirtCustomer Needs and Knowing 26
When to "Lead with Need"
4. Sighting the Right Bull's-Eye Target Customer 35
5. Setting the Competitive Framework for a Competitive 57
Edge
6. Building Better Benefits for a Compelling Payoff 69
7. Engineering BenefitCredibility with the Reason-Why 85
8. Developing a Winning Personality Through Brand 95
Character
Page viii
9. Bullet-Proofing Your Positioning 109
10. Getting the Big Picture with the Positioning Matrix 116
11. Going Beyond Words to Establish Power Positioning 126
Managing Really Great Advertising 139
12. Defining What Makes Advertising Really Great 141
13. The Surefooted Way to Setting Ad Direction 147
14. Creating Campaign Ideas for More Compelling 173
Communications
15. Executing TV and Print Campaign Ideas: All You 194
Need to Know
Processes That Work 217
16. Moving ASAP from Strategy to Successful 219
Advertising
17. ClientAgency Relationship: Practices for Making 230
Beautiful Music Together
18. Mastering the Language of Storyboards and Coaching 241
Creative Presentations
Post-Production 249
19. "What Think?" Again 251
Invitation 264
Appendix A: Glossary of Key Terms 265
Appendix B: Forms, Tools, Templates 269
Index 291