A Master Class in Brand Planning. The Timeless Works of Stephen King

  • ID: 2213694
  • Book
  • 396 Pages
  • John Wiley and Sons Ltd
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What is a Brand? by Stephen King was one of the most influential pieces of work ever and has had a lasting influence on the way in which I think about brands. A few years ago I had the extraordinary experience of re–visiting the video of it made by Stephen and Jeremy Bullmore and the stunning thing was how prescient they had been some thirty years previously. Indeed, the only thing they had not foreseen was the internet everything else they got right.
Hamish Pringle, Director General, IPA

Martin Mayer, the well–known investigative journalist, has described the present–day American advertising business more accurately than any other writer. He did this in his book Whatever Happened to Madison Avenue? Advertising in the 90s. I quote from page 191: Thompson in London had become what Ogilvy was the first to call a teaching hospital, where the researcher Stephen King developed philosophies of branding that were carried to America by John Philip Jones and Timothy Joyce.

There is very little doubt today that branding is at the top of most marketing professionals minds in the United States. But top of mind is not quite the same as in the bloodstream. Packaged goods advertisers in the United States are currently forced to spend three timesas much money below the line on price cutting, as above the line on brand–building media advertising. It is to be hoped that the book of Stephen s papers will inject a powerful serum into the bloodstream of American marketers, to help them develop a strategic response to the power of the retail trade which is at the moment debilitating and even emasculating many American brands. John Philip Jones, Professor, S.I. Newhouse School of Public Communications, Syracuse University, New York, USA

King s relentless thirst to understand, rigour of questioning and breadth of learning remain an inspiration. A profoundly rewarding, and rather humbling read. Adam Morgan, author of Eat the Big Fish, and The Pirate Inside

In a world of greasers and drama queens, Stephen King was the still small voice of reason. Ever polite and ever intelligent, his analysis provided real insights. We all learned from him and this book should enable many more to do so. Tim Ambler, MA (Oxford) SM (MIT), Senior Fellow, Marketing, LBS

Stephen was a great interpreter of research and a great judge of when to use specific methodologies whether they were qualitative or quantitative. He was comfortable with both. He was and remains a very great inspiration to market researchers in companies and in research  and ad agencies.  Dr Liz Nelson OBE

King writes of our industry, at its best, representing Creative imagination subjected to critical control. He could have been describing his own mind and approach, which have inspired generations of brand managers and planners and remain deeply relevant today. This book should be required reading for everyone entering the business, and serve as a reminder to the rest of us that however high we think we have set our standards, they are probably not high enough. Jon Steel, Planning Director, WPP

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Introduction.

About the Book: How it Happened.

Acknowledgements.

About the Contributors.

PART I: PLANNING: ROLE AND STRUCTURE.

1 Who Do You Think You Are? (Malcolm White).

1.1 The Anatomy of Account Planning (Stephen King).

1.2 The Origins of Account Planning (John Treasure).

1.3 How I Started Account Planning in Agencies (Stanley Pollitt).

2 How Brands and the Skills of Branding have Flowered (Rita Clifton).

2.1 What is a Brand? (Stephen King).

3 The Price of Freedom is Eternal Vigilance (Rory Sutherland).

3.1 Advertising: Art and Science (Stephen King).

4 The Market s Evolved, Why Hasn t Planning? (Merry Baskin).

4.1 Strategic Development of Brands (Stephen King).

5 Learning and Improvement, Not Proof and Magic Solutions (William Eccleshare).

5.1 Improving Advertising Decisions (Stephen King).

6 The Media Planner s Revenge (Marco Rimini).

6.1 Inter–media Decisions: Implications for Agency Structure (Stephen King).

PART II: PLANNING: CRAFT SKILLS.

7 A Revolutionary Challenge to ConventionalWisdom (Paul Feldwick).

7.1 What Can Pre–testing Do? (Stephen King).

8 FourWisest Principles You Will Ever Read (Simon Clemmow).

8.1 Practical Progress from a Theory of Advertisements (Stephen King).

9 JWT s Debt to Stephen King (Guy Murphy).

9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague).

9.2 Advertising Idea (Stephen King from JWT Toolkit).

9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff).

10 Short–Term Effects may be Easier to Measure but Long–Term Effects are More Important (Tim Broadbent).

10.1 Setting Advertising Budgets for Lasting Effects (Stephen King).

PART III: MARKET RESEARCH.

11 A Theory that Built a Company (Mike Hall).

11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King).

12 The Great Bridge Builder: Searching for Order out of Chaos (Creenagh Lodge).

12.1 Advertising Research for New Brands (Stephen King).

13 You Can t Make Sense of Facts until you ve Had an Idea (Kevin McLean).

13.1 Applying Research to Decision Making (Stephen King).

14 Measuring Public Opinion in an IndividualisticWorld (Chris Forrest).

14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King).

15 The Perfect Role Model for Researchers Today (David Smith).

15.1 Tomorrow s Research (Stephen King).

PART IV: MARKETING GENERAL.

16 Old Brands Never Die. They Just get Sold for a Huge Profit (Martin Deboo).

16.1 What Makes New Brands Succeed? (Stephen King).

17 The Retail Revolution gets Underway (Andrew Seth).

17.1 What s New about the New Advertisers? (Stephen King).

18 A Robust Defence of what Brand Advertising is For (Stephen Carter).

18.1 New Brands: Barriers to Entry? (Stephen King).

19 The Train to Strawberry Hill (Hugh Burkitt).

19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King).

20 A Challenge to Change Behaviour (Neil Cassie).

20.1 Brand Building in the 1990s (Stephen King).

Resumé of Stephen King s life.

Index.

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Judie Lannon
Merry Baskin
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