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Download e-book for iPad: Apples, Insights and Mad Inventors: An Entertaining Analysis by Jeremy Bullmore

By Jeremy Bullmore

ISBN-10: 0470031522

ISBN-13: 9780470031520

Contributor note: Martin Sorrell (Foreword by)
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Apples, Insights and Mad Inventors is a set of undying, thought-provoking observations on a number of advertising and marketing concerns from one of many industry's best-known names - Jeremy Bullmore. lots of the items initially seemed within the annual stories of WPP, whereas others have been the foundation for convention keynote addresses.

With themes starting from buyer administration and model administration to procedure and product improvement, and assets of concept as diversified as Posh Spice and Benjamin Franklin, this wonderful and enlightening e-book is vital interpreting for any communications expert.

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Sample text

The one great certainty about all long-term relationships, of course, is that they go through rocky patches. The maintenance of immaculate service standards is even harder to achieve than the maintenance of product standards. Errors are inevitable. But if chance encounters are really chance, and lie well outside a company’s sphere of control, surely that means that there is no sensible corrective action the company can take? But there is. In this new and open commercial world, future prizes will go not just to those who 46 Why Every Brand Encounter Counts make the fewest errors – but also to those who recover, apologise and make amends most gracefully.

Commercial communications companies – advertising, design, public relations – are unusual. Their only raw material is information and their only 27 Apples, Insights and Mad Inventors manufacturing facility is the human brain. Data is delivered to the back door; is subjected to analysis, experience and interpretation; and is then transformed, after intense exposure to the imagination, into An Idea. These are companies who for all their lives have recognised the claims of both Time-and-Motion Man and The Mad Inventor; and have enjoyed some modest success in learning how to manage them.

Two thousand words later we will have learned how the Giant Platypus has increased brand share by 10 percentage points and profits by several million – but the one thing we will not have learned is how the Giant Platypus came into being in the first place. You may be certain of only one thing: the precise circumstance of its emergence will remain forever unknown and unchronicled. And so it is always bound to be. It is no good instructing Time-and-Motion Man to install procedures designed to optimise idea production on schedule and within budget.

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Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing by Jeremy Bullmore


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