Скачать или смотреть Legendary Marketing Book!! "Why Johnny Can't Brand" [Book Analysis]

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Originally published: 7/22/20

Why I chose to read this book
Create your own category and be #1
Appealing to people’s needs/vanity
What they want more of (money, beauty, prestige)- Be consistent with promotion and maintaining brand across all things you touch (store fronts, menu's, paperwork)
Be specific with details for what the product is and what it can do for customers (eg: lower prices vs. 40% off)
Create trust (credibility, believeablity, reference-ability, consistency and a primary "why")
Find desire, then create product
Superlative, Important, Believable, Memorable, and Tangible
Case studies about making sure your tagline appeals to people's senses and desires

1. Be the only one in a market
2. Claim an attribute all to your own
3. Create a new speciality (maybe only that you can do)

Ten Criteria Test:
Superlative
Simple, relatable
Preawareness (Solution)
Importance
Believable
Measureable
Ownable
Protectable
Feasible and Affordable
Marchable to

Five star approach:
Your Name
Unique Ownable Speciality
DSI Tag Line
Key Visual
DSI-Level Performance

Process:
1. Confirm your current speciality
2. List the key attributes and the degree that you possess them
3. Define competitor's specialities and prospective new specialities
4. Choose #1 speciality based on the above scoring test
5. Write 2-3 sentence speciality statement
6. Reduce down to proposed DSI (also known as UVP)

Your company name is VERY important
Make sure it is: direct, colorful, ownable by you, and easy/pleasing to say
Movies titles pass the same test
Don't get too name happy
End of Book
8 Weeks to define your DSI
Great quotes throughout from Guru Mahatma Goldberg
Get out there and ask questions real people about products and view of your organization
Focus groups aren't helpful (one or two people dominate)
In person meetings (1v1s with people inside the organization and outside)

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