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The Bluffers Guide To Planning 97

The Bluffers Guide To Planning 97



recommended books for those who want to become account planners

recommended books for those who want to become account planners



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    The Bluffers Guide To Planning 97 The Bluffers Guide To Planning 97 Presentation Transcript

    • The Bluffers Guide to Planning Read these books and away you go
    • What account planners do
      • Know stuff – especially about trends, consumer behaviour, business and marketing theory
      • Think about stuff – consumer motivations, customer journeys, brand positioning
      • Challenge stuff – traditional ways of thinking, conventional media planning
      • Measure stuff – sales, attitudes, employee satisfaction
    • Know stuff
    • “ Why we buy” by Paco Underhill
      • What’s the big idea?
        • a meticulous and quantitative study of shopping behaviour and what does and doesn’t make people buy
        • How to get more take up of new banking products
        • How to get old people to buy
        • What men do in changing rooms that women don't
    • “ Microtrends” by Mark Penn
      • What’s the big idea?
        • Mark Penn was Clinton’s pollster and he helped Clinton win elections by identifying small but influential groups of voters, the most famous of which was the “Soccer Mom”
        • These small tribes are often indicative of an emerging trend or of a niche marketing opportunity
        • 5 people you wouldn’t want to meet at a dinner party:
          • Xxx men
          • Powerful petites
          • Vegan children
          • French teetotallers
          • Surgery lovers
    • “ The Green Marketing Manifesto” by John Grant
      • What’s the big idea?
        • Green is now far too important to be left to the Greens
        • The green marketing grid – what strategy can work for every green problem and every type of company
        • A good analysis of green consumer mindsets
    • Think about stuff
    • “ The Culture Code” by Clotaire Rapaille
      • What’s the big idea?
        • We are irrevocably programmed by our culture and upbringing and if you understand what memories and associations are driving consumers you can communicate better and more deeply
        • Jeep = horse
        • Beauty = mask
        • Cheese = dead (US), alive (France)
    • “ Eating the Big Fish” by Adam Morgan
      • What’s the big idea
        • How to win if you are not no 1 – the ultimate challenger brand manual
        • 8 key strategies to try to outwit the big boys e.g. overcommit, sacrifice, be a thought leader
        • The companion book is Brand Leader by David Akers if your brand wants to be the firstest with the mostest
    • “ Positioning: the battle for your mind” by Al Ries and Jack Trout
      • What’s the big idea?
        • Headspace is limited and congested.
        • Positioning is about simplicity, clarity and commensurate with what the consumer already believes
        • Examples include positioning a bank, a country, the Catholic Church and yourself
    • “ Problem Solved” by Michael Johnson
      • What’s the big idea?
        • A primer/training manual in solving 18 of the most common communications problems from a designers perspective
        • A master class in book design
    • “ Primal Branding” by Patrick Hanlon
      • What’s the big idea?
        • The Primal Code creates brands people believe in
          • The creation story
          • The creed
          • The sacred words
          • The rituals
          • The iconography
          • The believers and non-believers
          • The leader
    • Challenge Stuff
    • “ Disruption” by Jean Marie Dru
      • What’s the big idea?
        • Disruption is based on the premise that doing the same as everyone else, or the same as you’ve always done, will not deliver a step change in performance
        • It is a theory and a method – you hunt down conventions and then find relevant ways of disrupting or even destroying them
        • Airlines, computers,
    • “ Perfect Pitch” by Jon Steel
      • What’s the big idea?
        • Every pitch has to tell a story
        • A process for approaching a pitch, thinking about a pitch, writing a pitch and delivering a pitch
    • Measure stuff
    • IPA Effectiveness Awards
      • What’s the big idea?
        • Dozens of fascinating examples of how advertisng effects can be measured even on very small budgets
    • Bonus tracks
    • “ This Means That” by Sean Hall
      • Brilliant beginners guide to semiotic analysis
      • Must have for designers and anyone who wants to use visual language to communicate
    • “ Social Marketing” by Gerald Hastings
      • The buzz word of the moment
      • Good (not great) but at the moment the only book around.
      • Case studies from around the world
    • Thank you