A Master Class in Brand Planning: The Timeless Works of Stephen King

This book, tell us about the importance of the thought in planning. Plannig is a tool very important that increasingly win life with strategy well done.Planning around the advertising, participate of the a process the creation of value about the problem the client, putting the customer and idea side by side to favor business.Stephen King and other authors this book make them a presentation the how we could to think, practice, relation with agency, market and customers.It's a book classic, but very important by way the understanding about planning (and advertising). Bought it!You don't find formulas.

Timeless and prophetic. King provides much more than history lesson on planning. The essays are as useful today as they would have been when they were originally published. This is a must-have for strategists.

A lot of the time, I see different forms of content that get great ratings and rave reviews, and then whatever it is just doesn't live up to it. I've dumped a lot of well-reviewed books halfway through.But this one is different.If you work in any type of job where "brand" actually matters, and where marketing is accountable to a actually achieving something, stop what you're doing, buy this book, read it and read it again. It's priceless.

It sounds cheesy but the wisdom of Stephen King is timeless. Right from the first essay I was hooked. "Never stop innovating, put your message in the context of customers' lives and tell them how it makes their lives better." Words to live by.

The flyleaf gets this right: "an unexploited gold mine." Way back in what now seems almost prehistoric in advertising years (the late 60s), Stephen King was revealing the secrets to the way consumers think (and do not think) and illuminating the way advertising agencies and marketers should think (and should not think) about brands. How do we explain the degree to which his perspective and advice have gone unexploited?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.

I view this book a must for every one of my students who think or hope to become an Account Planner or for any job in Advertising. Merry and Judy have done a service to all who work in and teach advertising. Steven's writings are as concise as can be.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.

Stephen King's writings, as most reviewers acknowledge, are as relevant and stimulating today as they were when he first published them. Between the lines, however, one can still detect the humor and irreverence which were King hallmarks. Stephen was relentlessly rigorous in his approach to brand planning, but at the same time was disarmingly charming and witty. You'll find these qualities here as well.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!

Stephen King practically invented Brand Planning.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!

Andrex vs Delsely (what's Delsey?), even if you are old enough to remember Delsey, read this to find out why Andrex toilet paper is still around and why Delsey is not.

A classic for brand planner

Timeless. An essential starting point for anyone that is in the business of brands and marketing. King has helped engineer how we think today.