Leap : a revolution in creative business strategy
In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz
1 online resource (xii, 241 pages) : illustrations
9780471454533, 9781280365720, 9786610365722, 0471454532, 1280365722, 6610365725
52324333
LEAP CONTENTS INTRODUCTION Why Leap? CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker CHAPTER 2 Creative Business Ideas CHAPTER 3 Creativity at the Top CHAPTER 4 The Creative Corporate Culture. CHAPTER 5 Creativity at the Heart of Business Strategy CHAPTER 6 Do You Know What Business You Are In? CHAPTER 7 The End of Advertising ... the Beginning of Something New
"An Adweek book."
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