Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them...

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	• Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for ... Ben Mack Wiley, 2007 - 256 pages average customer review:based on 32 reviews view larger image
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highly recommended

Valuable simple notion

Ben Mack has done a good job in showing how you can sell magic tricks for small change, or magic shows for greater rewards, how to translate that into advertising, and most importantly re-defined 'branding' for most of us from the symbols seen by the buyer to the recognition of value by the buyer.

Well worth your while if you are willing to make the translation to your own business!

Brand Essence chutzpah from Ben Mack

There are some good things in here. I like Ben Mack's ideas on his Legend Platform, the idea of "Customer as Hero," and his definition of waht he calls "Brand Essence." Those are some good takeaways. Mostly, I salute the author for his chutzpah. This book started as an e-book and has a real renegade, FU feel to it. It's ragged at points, but he fully admits that he's throwing a lot of you know what against the wall.

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Think Two Products Ahead

Think Two Products Ahead came to me at just the right time, as I was beginning plans on a product launch. Dr. Mack's book not only offered sound knowledge, the exercises I completed while reading the book opened my eyes to opportunities I wouldn't have thought of on my own.

So helpful

I know more about marketing having read this book then I could have learned in any number of courses. By the way anyone in the people business can benefit from this insight. Think Two Products Ahead was even better than I expected.

Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits...

With Think Two Products Ahead, Ben Mack offers a professional's point of view for positioning your product or service in the minds and hearts of your consumers.
In the author's words, "Branding is about identifying what is attracting customers to buy your product, your common thread, and weaving this thread into your product and communications as fully and authentically as possible."
By following these bite-sized chapters and choosing to answer the information-gathering questions posed at the end of each, you will be well on your way to garnering your customers' usage of what you have to offer. Mack offers an approach to create loyalty for your current product and even more importantly, ensuring a loyal following "two products ahead."
One of the many concepts he expounds upon is "framing." Framing is about packaging ideas to make them more compelling to your target audience. Consistency in communication with your customer is important also.
The author is generous in citing the men who have influenced and inspired him. Mack is an ad-man with a background working for major advertising agencies in the U.S. and draws upon that experience to support and illustrate his points. He offers many website links throughout the text for more information.
Mack has framed his book for the forward-thinking business person who has a valuable product or service now, and who is also excited about the future of his next venture. Mack successfully presents, explains and delivers a process on which a committed business person can model his own prosperity.

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Learn more about Dr. Roth's programs by visiting his websites, [...].

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reviews: page 1, 2, 3, 4, 5, 6, 7

This commonsense guide lets you develop your brand with the same techniques and technologies as the big players?but without all the cost. You?ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand.

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