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A Master Class in Brand Planning: The Timeless Works of Stephen King
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment.
The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.
The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.
- GenresNonfictionBusiness
400 pages, Hardcover
First published January 2, 2007
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Displaying 1 - 12 of 12 reviews
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February 7, 2013"Not based on what agencies thought should go into the advertising, but on what ought to be the consumers response"
June 3, 2014
A must read for every business person... I re-read every paper several times because I found them extremely entertaining and enlightening! The best description of this book was on the back cover: "This book should be required reading for everyone entering the business, and serve as a reminder to the rest of us that however high we think we have set our standards, they are probably not high enough." - Jon Steel... perfect description!
August 21, 2017
Stephen King's writing is fascinating and generally quite right-on. Where his work suffers is from basing his brand theories on consumable goods (e.g. toilet paper). In my experience, different theories and choices are needed for hard products like tools, power equipment, cookware, and automobiles.
That said, I'm quite disappointed that there is so much writing by others. My goal has been to read Stephen King. But only about 1 of every 3 articles is by him.
That said, I'm quite disappointed that there is so much writing by others. My goal has been to read Stephen King. But only about 1 of every 3 articles is by him.
August 31, 2025
Claramente no soy el target de este libro y acabé leyéndolo por accidente, me tomó bastante dado que el inglés no es mi lengua nativa y me encontré con un montón de vocabulario nuevo, además que lo inicié sin ningún tipo de contexto y no es mi fuerte esta área académica. Sin embargo, por esto del vocabulario y porque los análisis están escritos de una forma en extremo digerible me atrevería a recomendarlo a alguien que necesite una guía para dummies de branding, aprendí mucho porque las teorías propuestas a pesar de tener décadas de establecidas, siguen estanso completamente vigentes, algo que solo sucede cuando las variables, aunque fluctuantes se ordenan de manera apropiada. Sin embargo no es el libro que más he disfrutado; algo completamente personal porque no es mi área.
December 27, 2022
Somewhat timeless.
April 4, 2021
It isn't my first strategy planning book, nor the last.
But what's so special about it? The author - Stephen King, an epoch-defining planner who set up the account planning department in 1968 in the JWT London office. He (and the other folk around the same time) laid a foundation stone for the then-new expertise of strategic planning in the advertising world. A real King, right? (pun intended)
Now I leaf through the book, I've gotten a sense of how 'rigorous planning' should be. It compiles all King's timeless works, from roles and structure of planning and crafting skills to market research and branding. A master class for someone in the early planning/strategy (< five years) career.
Here's my take with some universal truths we're all aware of:
Juggling between art & science should be a breeze for planners, an animal with equally strong two brains. He/she is someone "who can flip between logical analysis (left brain) and lateral flights of fancy (right brain)". We need these two core skills to perform the job that "matches clients' abilities and brand personalities with consumers' aspirations".
We then apply the core skills into The Planning Cycle (or other tools based on it) - another masterpiece framework by Stephen King. For instance, a new science way of working is to invent a solution right from the beginning even though it is wrong - a perfect marriage of lateral art thinking and linear science thinking.
But to persuade others on the 'rigorous planning', we need intuitive narratives. Again, this requires creativity bringing the story to life and a tight logic making the story flow. The output (usually via a deck) shall be abundantly clear, pithy and engaging - in totality and every single detail on each slide. Yes, we need to be a simplifier but at the same time bring a little punch into our own story.
That explains why my superior always stresses - "a good planner is also a good copywriter."
The last thing I want to point out is, drawing wisdom from books merely occupies 10% of learning. We stretch our knowledge and learn the most from experiences (projects, exposures, new jobs, a new way of marketing, even talking to a new client).
To elevate our planning expertise, King also urges planners to embrace actions of "Think, read, write, debate, persuade."
To me, most importantly, LIVE well so we can plan well.
But what's so special about it? The author - Stephen King, an epoch-defining planner who set up the account planning department in 1968 in the JWT London office. He (and the other folk around the same time) laid a foundation stone for the then-new expertise of strategic planning in the advertising world. A real King, right? (pun intended)
Now I leaf through the book, I've gotten a sense of how 'rigorous planning' should be. It compiles all King's timeless works, from roles and structure of planning and crafting skills to market research and branding. A master class for someone in the early planning/strategy (< five years) career.
Here's my take with some universal truths we're all aware of:
Juggling between art & science should be a breeze for planners, an animal with equally strong two brains. He/she is someone "who can flip between logical analysis (left brain) and lateral flights of fancy (right brain)". We need these two core skills to perform the job that "matches clients' abilities and brand personalities with consumers' aspirations".
We then apply the core skills into The Planning Cycle (or other tools based on it) - another masterpiece framework by Stephen King. For instance, a new science way of working is to invent a solution right from the beginning even though it is wrong - a perfect marriage of lateral art thinking and linear science thinking.
But to persuade others on the 'rigorous planning', we need intuitive narratives. Again, this requires creativity bringing the story to life and a tight logic making the story flow. The output (usually via a deck) shall be abundantly clear, pithy and engaging - in totality and every single detail on each slide. Yes, we need to be a simplifier but at the same time bring a little punch into our own story.
That explains why my superior always stresses - "a good planner is also a good copywriter."
The last thing I want to point out is, drawing wisdom from books merely occupies 10% of learning. We stretch our knowledge and learn the most from experiences (projects, exposures, new jobs, a new way of marketing, even talking to a new client).
To elevate our planning expertise, King also urges planners to embrace actions of "Think, read, write, debate, persuade."
To me, most importantly, LIVE well so we can plan well.
September 15, 2020
Stephen King Master class en Brand Planning: Escrito por más de 15 planners destacados de Argentina. Este libro es un compendio de muchos papers de stephen king (el padre del planning) en donde la APG Argentina se destaco por cómo se interpretaron localmente las enseñanzas de King en casos del mercado Argentino. Una lectura valiosa para inspirarse y llevarse buenas prácticas dignas de premios.
Reseña compartida por Camila Lopez, Wavemakers.
Reseña compartida por Camila Lopez, Wavemakers.
January 5, 2011
Good to know where your discipline came from and there are a few perennial ideas that are worth holding on to. That said, the majority of insights came from some well written introduction essays from contemporary industry experts.
Want to read
August 29, 2010I ordered a copy of this used from Amazon; awaiting delivery.
March 19, 2016
Hi. I. Love. All. King. Movies. His. Books. Are. Really. Amageing. Thanks. Doris.
April 15, 2017
Essential read for anyone in marketing / advertising - particularly if you have a strategy related job title in any way.
June 13, 2017
great book
Displaying 1 - 12 of 12 reviews