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The Bluffers Guide To Planning 97
 

The Bluffers Guide To Planning 97

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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