A Master Class in Brand Planning

Abstract

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 ). Resume of Stephen King's life. Index.