What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands (J-B Ed: Test Prep) - Hardcover

Buchholz, Andreas; Wördemann, Wolfram

Hardcover

ISBN 10: 0471720259 ISBN 13: 9780471720256

Publisher: Wiley, 2000

Synopsis

This book increases advertising effectiveness through lessons drawn from the bestselling brands of the world. Analyzing over 500 extremely effective campaigns, the authors extract the underlying strategies and psychological approaches which made them successful and combine them into a proven program for readers to apply to their own brands. The result is a practical toolkit featuring 60 precise techniques which systematically help to build winning brands, achieve growth and solve any brand problem.

* Provides the first ever complete analysis of successful brands to discover what has really driven their success. Enables readers to build for the first time on this global branding experience.
* Identifies the 'growth codes' consistently applied by successful brands, and isolates them to create a global standard tool that anyone can apply them to sell more product at minimum risk.
* Based on a six-year study of 1,045 extremely successful brands from all over the world. Includes international case examples from Nestlé, Siemens, Procter and Gamble and many more.
* Formerly at Procter & Gamble, the authors are among Europe's leading marketers. They run their own agency and have been selected as marketers for the world's first virtual agency.

About this title

About the Author

Andreas Buchholz (born in 1963) and Wolfram Wördemann (born in 1965) started their business career at Procter & Gamble, marketing Vicks, Pampers etc. In 1994, Buchholz & Wördemann founded their own advertising agency which, in 1999, merged with White Lion International (Krefeld, Germany), Europe's leading discount agency. Their mission, is to deliver more marketing effectiveness at rates up to 50% more competitive vs. traditional agencies. Today, Buchholz & Wördemann are on the board of White Lion, work as consultants to international corporations and hold seminars and workshops on their new blw method. If you want to get in touch. www.white-lion.de or call + 49 (0) 6172 66 40 50

From the Back Cover

what makes winning brands different the hidden method behind the world's most successful brands How can you overcome the worst marketing odds and set virtually any brand on a new path to growth?
* A fruit juice suddenly experiences a growth rate of 35% even though the consumer finds it more watery, sweeter and more artificial than 100% pure juice products.
* A mini car becomes an overnight success that lasts years although it looks and handles like a shoebox on wheels.
* A pasta brand achieves market dominance against 400 competitors in the same market, and this despite the fact that it has no objective quality advantage.
According to Andreas Buchholz and Wolfram Wördemann, who have reached the end of a six-year research project on how and why some brands succeed in consistently outperforming their competitors, it all boils down to the right growth code. In this highly practical and readable book you will learn what makes the success of the world's leading brands and how you can apply these lessons to your own product or service. Learning from winning brands is the best way to create new winning brands. Put the Buchholz and Wördemann method to work on any marketing challenge and develop a winning strategy for your brand. Marketing

From the Inside Flap

Andreas Buchholz and Wolfram Wördemann have reached the end of a six-year research project - a never before attempted analysis of over 1000 winning brands in the food, non-food, consumer goods, investment goods, and service industries, to establish a blueprint for brand growth. The authors posit that winning brands achieve outstanding growth in terms of sales and market share by adhering to specific 'laws' when activating a specific purchase motive in the Consumer's mind. They are called Growth Codes - and they are applicable to any product or service in any market. Growth codes can help you identify a new, unexpected and compelling purchase motive for an average beer brand, for a car brand that is losing market share, or for an insurance company that the consumer perceives to be too expensive. The 27 Growth Codes discovered by the authors are unveiled in this book. Validated with compelling case studies of leading brands and best practices around the world, this book shows you how the method works and how effectively it can be applied.

Edition details

• Publisher: Wiley
• Publication date: 2000
• Language: English
• ISBN 10: 0471720259
• ISBN 13: 9780471720256
• Binding: Hardcover
• Edition number: 1
• Number of pages: 250