Jeremy Bullmore's Apples, Insights and Mad Inventors: An Entertaining Analysis PDF

By Jeremy Bullmore

ISBN-10: 0470031522

ISBN-13: 9780470031520

Contributor note: Martin Sorrell (Foreword by)

Apples, Insights and Mad Inventors is a suite of undying, thought-provoking observations on more than a few advertising concerns from one of many industry's best-known names - Jeremy Bullmore. many of the items initially seemed within the annual reviews of WPP, whereas others have been the root for convention keynote addresses.

With issues starting from consumer administration and model administration to technique and product improvement, and resources of idea as different as Posh Spice and Benjamin Franklin, this enjoyable and enlightening e-book is vital studying for any communications specialist.

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They are all transmissions: broadcast from the company to its consuming public. They are deliberately engineered brand encounters; and, as encounters go, they are seductive in nature. Their primary intention is to court custom. This form of brand communication is at least a thousand years old: as old as the Town Crier and probably older. Town Crier publicity brings news to the people. It may be difficult to plan and expensive to execute but its value has never been more widely recognised. Demand for all forms grows in real terms, year by year.

Numbers are like security blankets. But in our heart of hearts, we already know that not everything that matters can be quantified: so we look for ways to measure the immeasurable. In certain competitive sports, judges ascribe a score to something called artistic excellence. You might as well mark a Monet out of ten. 52 The Clipboard and the Copywriter We look, in other words – however uneasily – for ways to quantify quality. Today there are numbers being attached to ethical behaviour and corporate citizenship.

Whether seductive, anarchic or catastrophic, the number of brand encounters can only multiply. Each one is an opportunity. But to make the most of them, the function of Brand Management needs to be radically redefined. 48 The Clipboard and the Copywriter — and why the uncalculable can be of incalculable value any years ago, when cost accounting M and efficiency experts were enjoying disproportionate popularity, a man with a clipboard interviewed an advertising agency copywriter. ” The copywriter, a seasoned survivor of difficult client meetings, didn’t hesitate.

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Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing by Jeremy Bullmore

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