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A Master Class in Brand Planning: The Timeless Works of Stephen King Hardcover – Dec 10 2007
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"Every planner needs this book - and the brave ones will give it to their clients, too." (Admap, November 2007)
"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007)
"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout." (Market Leader, Winter 2007)
From the Inside Flap
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’, a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.
Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today’s more complex media environment.
The book serves as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.See all Product Description
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Most Helpful Customer Reviews on Amazon.com (beta)
This book, based on King's published writings and fine introductions by savvy marketing thinkers, removes all excuses for failing to develop marketing communications that connect consumers and brands. Among the articles included is one of his seminal essays, "What Is A Brand?" That means we no longer have to decipher his words truncated by a poorly scanned pdf that we downloaded (likely without permission) from a website googled on a tip from some King insider who managed to discover him when so many others did not. It's surprising and fortunate that the ideas he posited over 30 years are still utterly relevant and cogent in a business that's changed in unimagined ways in those ensuing decades. Yet so many agencies and advertisers have failed to learn from and apply his insights.
Gratefully the editors of this book make his work -- and that of other brilliant thinkers like Stanley Pollitt -- accessible and timely to anyone willing to dig in. You now have no excuse. Exploit this gold mine.
This work collects the many papers that he published over twenty years work for JWT London. It is brought up to date by the editors who have asked current professionals to comment individually on them.
It is amzing how well they read today and the little difficulty that the commentators have in identifying the underlying and timeless truths for today. I consider it a must for any serious student of Advertising and Marketing. If only he was still around to update our thinking in the Internet Age!
It is amazing to see how the basic thought that Steven King developed is still so pertinent now. During a time when many clients are afraid of what's next, this is the perfect time to refresh our thinking and to understand what Steven saw, thus more confidently helping clients.
I ask students to read it so they waste less time guessing and fumbling for an idea or an insight and I suspect the information can be used by educators and professionals for another 40 years.
In an age when desires for instant insights attract attention to short cuts, Stephen King will give 'real planners' tools that require thoroughness and hard work, but which lead to far richer and more rewarding results over time. Brands he touched in his lifetime, and people he inspired, still reign all over the world!
It's a treasure trove, indeed!
Long live the King!
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