{"product_id":"why-johnny-cant-brand-rediscovering-the-lost-art-of-the-big-idea-paperback","title":"Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eBill Schley\u003c\/b\u003e (Author), \u003cb\u003eJr. Carl Nichols\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eWinner of the Best Marketing Books Award from Strategy + Business Magazine.\u003c\/p\u003e\u003cp\u003e There s a Big Idea waiting inside your brand that can make you #1. Find it and shape it yourself or competitors and customers will do it for you. And we promise, you won t like the tagline. \u003c\/p\u003e\u003cp\u003e A few years back, a best seller called Why Johnny Can t Read shocked the education establishment and revived the lost art of phonics. Now, Why Johnny Can t Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea.\u003cbr\u003e According to Bill Schley and Carl Nichols, Jr., modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk. The stakes are huge, especially in a world with 155 kinds of shampoo. So why do so many good companies choose wrong? In fact, why do most fail to differentiate at all handing what some call an unfair advantage to the few who do? The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Can t Brand.\u003cbr\u003e The secret is uncovering your Dominant Selling Idea (DSI) the one unifying idea at the center of every brand before you charge ahead with advertising or anything else. The DSI is the thing you do that s superlative, important, believable, memorable and tangible the difference that makes people want to buy you. It puts you in a category of one.\u003c\/p\u003e\u003cp\u003e In the often funny, page-turning style of two award-winning, former Madison Avenue communicators, Schley and Nichols explain: \u003cbr\u003e 1.Why real branding is the opposite of what you think\u003cbr\u003e 2. How positioning turns your brand asset from fool s gold to real gold\u003cbr\u003e 3. Why Harvard and Stanford MBAs are the last to get it (but they can learn this too)\u003cbr\u003e 4. How to find your Big Idea in about eight weeks then keep it...\u003cbr\u003e and so much more.\u003c\/p\u003e\u003cp\u003e In a world with 300 million messages whizzing by every second, it gives us the ultimate advantage an inspiring, power-packed return to the secret of the idea centered brand.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 224\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.56 x 8.5 x 5.5 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e May 28, 2010\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52478582489395,"sku":"9780982694176","price":29.97,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0300\/5595\/6612\/files\/V09WMWZ0RFRiWEliODFOL1RGSUw2Zz09.webp?v=1759651073","url":"https:\/\/www.vysn.com\/products\/why-johnny-cant-brand-rediscovering-the-lost-art-of-the-big-idea-paperback","provider":"VYSN","version":"1.0","type":"link"}