Why Johnny Can't Brand:Rediscovering the Lost Art of the Big Idea

Too many companies think that trendy packaging, costly promotions, and splashy advertising are the same thing as branding. They spend millions on ads starring dancing chimpanzees or cowboys herding cats. But they fail to focus on the essence of branding: finding one, irresistible idea at the center of it all -- one Dominant Selling Idea that differentiates their product and gives customers a real reason to buy it.

Now, in Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea, branding experts Bill Schley and Carl Nichols, Jr. offer an eight-week program that can help any company create a #1 brand.

Schley and Nichols are partners at david, inc., a branding consulting firm based in Connecticut. Schley previously served as a creative executive at a major New York advertising agency and won the prestigious Effie Award. Nichols is the former CEO of Einson Freeman and was a managing director at D’Arcy.

In this summary, you’ll learn how to:

• Switch on the #1 brand mindset
• Deploy the 17 practical rules of branding;
• Avoid the 12 most common branding mistakes;
• Focus on a simple, irresistible message;
• Distill a killer Dominant Selling Idea; and,
• Roll out a new brand identity.