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SHORTCUTS TO THE OBVIOUS : Mel SokotchSHORTCUTS TO THE OBVIOUS : Mel Sokotch
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SHORTCUTS TO THE OBVIOUS : Mel Sokotch
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Shortcutstotheobvious
Mel Sokotch
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Shortcutstotheobvious
Mel Sokotch
168 Wes●●●●●●● Street
New●●●ork , NY, 10024
US
View this contact
Shortcutstotheobvious
Mel Sokotch
168 Wes●●●●●●● Street
New●●●ork , NY, 10024
US
View this contact
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SHORTCUTS TO THE OBVIOUS : Mel Sokotch | melsokotch.com Reviews
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SHORTCUTS TO THE OBVIOUS : Mel Sokotch
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SHORTCUTS TO THE OBVIOUS : Mel Sokotch
http://www.melsokotch.com/Chapter1.html
1 Introduction, or why Shortcuts is right for these times. Kadaner was right then. He's even more right today. There are two fundamental reasons why. That brings us to the basic reason for this work. With so little advertising education taking place, and with the business becoming more complex, it seemed to me that a short volume on the best couple of lessons, and the most common mistakes, is needed and timely.
SHORTCUTS TO THE OBVIOUS : Mel Sokotch
http://www.melsokotch.com/about-shortcuts.html
Shortcuts to the Obvious" is a how-to book, a blog, a seminar program, a consulting practice each aimed at delivering actionable advice on how to get more effective advertising much more efficiently. This second edition contains new chapters branding and positioning, and the discipline it takes to build successful brands in our increasingly cluttered media environment. Successful Brands- What they are, and how to know you've got one. Positioning- First step, guiding light, ruthless taskmaster. Mel Sokotc...
SHORTCUTS TO THE OBVIOUS : Mel Sokotch
http://www.melsokotch.com/Chapter2.html
2 Successful Brands- What they are; how to know you've got one. When most of us are asked to describe something, we typically answer in the form of a declarative sentence. It's no different with brands. Here then are the declarative sentences that loyal customers might use to describe ten highly successful brands (with the word count for each):. Writes popular novels that probe secret societies. (7). The PC that's easier to use and more reliable. (9). The low-fare, no-frills airline. (6).
SHORTCUTS TO THE OBVIOUS : Mel Sokotch
http://www.melsokotch.com/bio-mel-sokotch.html
Mel Sokotch's advertising career spans over 30 years, much of it spent heading up major accounts at three of the world's leading agencies: Ted Bates, Grey Advertising, and Foote Cone and Belding. Eight years later, Grey enticed him back to help lead GSK's consumer business and the M&M/Mars business. Mel was extensively involved Grey's business development program, as well. Mel is a lifelong resident of New York City. He's a graduate of the City University of New York with a degree in Economics. H...
SHORTCUTS TO THE OBVIOUS : Mel Sokotch
http://www.melsokotch.com/index.html
To get a good sense of what "Shortcuts to the Obvious" is really about, read a few excerpts from some key chapters. To buy the book staight away, just hit Buy Book. 1 Introduction, or why Shortcuts is right for these times. 2 Successful Brands- What they are; how to know you've got one. 3 Positioning- First step, guiding light, ruthless taskmaster. 4 Creative Strategy-The longest chapter, and the most important. 7 How to pre-test advertising without getting burned.
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SHORTCUTS TO THE OBVIOUS : Mel Sokotch
To get a good sense of what "Shortcuts to the Obvious" is really about, read a few excerpts from some key chapters. To buy the book staight away, just hit Buy Book. 1 Introduction, or why Shortcuts is right for these times. 2 Successful Brands- What they are; how to know you've got one. 3 Positioning- First step, guiding light, ruthless taskmaster. 4 Creative Strategy-The longest chapter, and the most important. 7 How to pre-test advertising without getting burned.
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