Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits

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Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits
by Ben Mack
from Wiley

Customer Reviews:

• Avg. Customer Rating: 4.5 / 5.0

• Love this book
  I truly love this book. It gives a great overview of marketing and advertising that you can use to effectively craft your own marketing materials and efforts. Ben Mack writes in a somewhat crazy style that I like, throwing in lots of information that is tangential to the discussion to drive a point home.
  Read this is you are in business or marketing. I don't think Ben's style of writing is for everybody, but there is gold in there if you look for it.

• Think Two Products Ahead
  Think Two Products Ahead came to me at just the right time, as I was beginning plans on a product launch. Dr. Mack's book not only offered sound knowledge, the exercises I completed while reading the book opened my eyes to opportunities I wouldn't have thought of on my own.

• Brand Essence chutzpah from Ben Mack
  There are some good things in here. I like Ben Mack's ideas on his Legend Platform, the idea of "Customer as Hero," and his definition of waht he calls "Brand Essence." Those are some good takeaways. Mostly, I salute the author for his chutzpah. This book started as an e-book and has a real renegade, FU feel to it. It's ragged at points, but he fully admits that he's throwing a lot of you know what against the wall.

• Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits...
  With Think Two Products Ahead, Ben Mack offers a professional's point of view for positioning your product or service in the minds and hearts of your consumers.
  In the author's words, "Branding is about identifying what is attracting customers to buy your product, your common thread, and weaving this thread into your product and communications as fully and authentically as possible."
  By following these bite-sized chapters and choosing to answer the information-gathering questions posed at the... more info

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