The Bluffers Guide to Planning Read these books  and away you go
What account planners do <ul><li>Know stuff – especially about trends, consumer behaviour, business  and marketing theory ...
Know stuff
“ Why we buy” by Paco Underhill <ul><li>What’s the big idea? </li></ul><ul><ul><li>a meticulous and quantitative study of ...
“ Microtrends” by Mark Penn <ul><li>What’s the big idea? </li></ul><ul><ul><li>Mark Penn was Clinton’s pollster and he hel...
“ The Green Marketing Manifesto” by John Grant <ul><li>What’s the big idea? </li></ul><ul><ul><li>Green is now far too imp...
Think about stuff
“ The Culture Code” by Clotaire Rapaille <ul><li>What’s the big idea? </li></ul><ul><ul><li>We are irrevocably programmed ...
“ Eating the Big Fish” by Adam Morgan <ul><li>What’s the big idea </li></ul><ul><ul><li>How to win if you are not no 1 – t...
“ Positioning: the battle for your mind” by Al Ries and Jack Trout <ul><li>What’s the big idea? </li></ul><ul><ul><li>Head...
“ Problem Solved” by Michael Johnson <ul><li>What’s the big idea? </li></ul><ul><ul><li>A primer/training manual in solvin...
“ Primal Branding” by Patrick Hanlon <ul><li>What’s the big idea? </li></ul><ul><ul><li>The Primal Code creates brands peo...
Challenge Stuff
“ Disruption” by Jean Marie Dru <ul><li>What’s the big idea? </li></ul><ul><ul><li>Disruption is based on the premise that...
“ Perfect Pitch” by Jon Steel <ul><li>What’s the big idea? </li></ul><ul><ul><li>Every pitch has to tell a story  </li></u...
Measure stuff
IPA Effectiveness Awards <ul><li>What’s the big idea? </li></ul><ul><ul><li>Dozens of fascinating examples of how advertis...
Bonus tracks
“ This Means That” by Sean Hall <ul><li>Brilliant beginners guide to semiotic analysis  </li></ul><ul><li>Must have for de...
“ Social Marketing” by Gerald Hastings <ul><li>The buzz word of the moment </li></ul><ul><li>Good (not great) but at the m...
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The Bluffers Guide To Planning 97

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recommended books for those who want to become account planners

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The Bluffers Guide To Planning 97

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

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