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Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea
Too many companies think that splashy advertising and cool packaging is the same thing as branding. Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to differentiate their product or give consumers a real reason to pay attention. Then they wonder why their campaigns fail.
This in-your-face, down-to-earth guide explains real branding: the process of creating an exclusive idea of value that consumers can trust you to deliver consistently. It offers a unique eight-week program that can help any company create a #1 brand by focusing on the one big idea that will make people really want your product or service.
The same principles apply to Ford Motor Company and Frankie’s Lawn & Garden shop. Schley and Nichols teach readers how to:
• abandon their precious lists of features and benefits
• focus on a simple, singular message
• distill a killer dominant selling idea
• roll out a new brand identity
For anyone who wants to harness the true power of branding, this enjoyable book is the place to start.
- GenresBusiness
256 pages, Hardcover
First published November 17, 2005
22 people are currently reading
138 people want to read
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Displaying 1 - 9 of 9 reviews
April 2, 2015
I picked this volume up at a dollar store because I couldn't help wondering what kind of marketing advice it contained, given the circumstances.
On the whole, the information itself seems solid, although the authors commit a critical error in panning Aflac's advertising strategy.
Scheley and Nichols, writing in 2005, suggest the duck mascot Aflac introduced during the Super Bowl in 2000 was unhelpful because it didn't directly reinforce the sales message. But according to Aflac, the company's name recognition "soared from 11 percent to 94 percent where it remains today" due to the campaign. And Aflac is now the largest provider of supplemental insurance in the United States.
Of course, Aflac could be "the exception that proves the rule."
Still, anyone wishing to survey the fundamentals of branding will get that here. The authors define branding as "finding a specific IDEA that you stand for, finding a way to own that idea in a credible way, and ultimately building total trust that you will always deliver."
Owning an idea means being #1 in some area of specialty, which the authors say is fundamental to our culture and critical to the success of a brand. The paths to reaching first place are infinite; a company just has to be patient, creative and confident enough to blaze the trail. Everyone can discover a #1 specialty that is "superlative, important, believable, memorable and tangible."
The chief problem with the book is its confusing organization. There are chapters, sections, parts, "Granite Pages," steps, ways and points to keep track of, and it's easy to get lost. There's also a running joke throughout the book, with each chapter beginning with a quote by fictional "Guru." The device is unnecessary, and worse, not funny. Real quotes by actual marketing experts would have been much more valuable.
On the whole, the information itself seems solid, although the authors commit a critical error in panning Aflac's advertising strategy.
Scheley and Nichols, writing in 2005, suggest the duck mascot Aflac introduced during the Super Bowl in 2000 was unhelpful because it didn't directly reinforce the sales message. But according to Aflac, the company's name recognition "soared from 11 percent to 94 percent where it remains today" due to the campaign. And Aflac is now the largest provider of supplemental insurance in the United States.
Of course, Aflac could be "the exception that proves the rule."
Still, anyone wishing to survey the fundamentals of branding will get that here. The authors define branding as "finding a specific IDEA that you stand for, finding a way to own that idea in a credible way, and ultimately building total trust that you will always deliver."
Owning an idea means being #1 in some area of specialty, which the authors say is fundamental to our culture and critical to the success of a brand. The paths to reaching first place are infinite; a company just has to be patient, creative and confident enough to blaze the trail. Everyone can discover a #1 specialty that is "superlative, important, believable, memorable and tangible."
The chief problem with the book is its confusing organization. There are chapters, sections, parts, "Granite Pages," steps, ways and points to keep track of, and it's easy to get lost. There's also a running joke throughout the book, with each chapter beginning with a quote by fictional "Guru." The device is unnecessary, and worse, not funny. Real quotes by actual marketing experts would have been much more valuable.
April 12, 2021
Schmaltzy writing. Great message.
Entertaining is not branding. The book systematically helps you develop the Dominant Selling Idea - the big idea inside the message of brand. It was not what I expected from a book on branding because it spent the first half helping me narrow the focus of the entire business to identify the niche in which you are the dominant player. Then it spent the second half turning that position into a Dominant Selling Idea and a brand,
No hard data behind anything in the book, but the message and method feels right in your gut.
Entertaining is not branding. The book systematically helps you develop the Dominant Selling Idea - the big idea inside the message of brand. It was not what I expected from a book on branding because it spent the first half helping me narrow the focus of the entire business to identify the niche in which you are the dominant player. Then it spent the second half turning that position into a Dominant Selling Idea and a brand,
No hard data behind anything in the book, but the message and method feels right in your gut.
February 20, 2015
What a GREAT book on branding!! I'd love to have this on my bookshelf for future reference. It read really smoothly. Great examples. Gave me some steps to take, and really looking forward to getting my Big Idea ideally branded!!
Side note, as a child I was involved in the branding of cattle. It was my job to make sure the fire/coals were hot enough on the branding iron to burn the cattle's leathery side. It's now time for me to follow my grandpa's order, "Keep that iron hot!" It's time to stoke up the fire and get branding!! :)
Side note, as a child I was involved in the branding of cattle. It was my job to make sure the fire/coals were hot enough on the branding iron to burn the cattle's leathery side. It's now time for me to follow my grandpa's order, "Keep that iron hot!" It's time to stoke up the fire and get branding!! :)
June 10, 2013
If someone asked me for three books on branding for anything (business, public presence, product, organization, etc.), I would hand them this, Brains on Fire, and Designing Brand Identity, 4ed (Alina Wheeler). This book is clearly and enjoyably written, filled with useful info (instead of fluff), and sets obtainable goals within any organization's reach. If you're in business or a non-profit or you want to be someday, you should get it.
April 10, 2007
The true title is indeed the subtitle: Rediscovering the Lost Art of the Big Idea.
True to its mission of being a branding book, the title tells a story that is easy to remember: Why Johnny Can't brand.
Go get it, and DO!
True to its mission of being a branding book, the title tells a story that is easy to remember: Why Johnny Can't brand.
Go get it, and DO!
July 19, 2016
The book is basic in many ways, lays out the process and ideas behind branding in a simple manner, and find it inspiring thoughts about products I work with as well as products my colleagues that affect/touch my life.
March 20, 2012
The book has become a bible of sorts for me in crafting brand strategies. It's very action-oriented, but built on top of the golden principles of branding.
March 30, 2013
A should-read book on branding for the knowledge worker, manager, executive, or entrepreneur.
February 17, 2016
Bill get's it. The Big Idea is more relevant today than ever!
Displaying 1 - 9 of 9 reviews