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Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage [Hardcover]

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Item Number 411682  
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Item Specifications...

Pages   228
Est. Packaging Dimensions:   Length: 1" Width: 6.75" Height: 9.5"
Weight:   1.2 lbs.
Binding  Hardcover
Release Date   Jul 18, 2006
Publisher   Harvard Business School Press
ISBN  1591399270  
EAN  9781591399278  

Availability  0 units.

Item Description...
Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. "Juicing the Orange" outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, "Juicing the Orange" helps industry players measure their success at the cash register.

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More About Pat Fallon & Fred Senn

Register your artisan biography and upload your photo! Pat Fallon is the cofounder and Chairman of Fallon Worldwide, a subsidiary of the French-based Publicis Groupe S.A., one of the world's largest advertising and media conglomerates. Fred Senn is a cofounder and Partner with Fallon.

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Reviews - What do our customers think?
The story on how advertising should work...  Apr 4, 2008
This is an excellent book. It's evident by their case studies and stories that Fallon is relentless at their research and getting into the heart of a business problem and using creativity, advertising and promotion to address it head on. Their work on campaigns such as the Holiday Inn Express ('...but I did stay at a Holiday Inn Express last night'), BMW Films, CitiBank and others shows that advertising not only benefits any business but can also help grow a business when a business problem presents itself. If there is anyone that is challenged as to the importance of advertising or marketing, this book will be your guide in demonstrating how, when executed properly, it's a true business advantage.

Great book and fun to read.
Very Good, not Great  Feb 24, 2008
The book is well written, but I agree with some of the other reviewers that it needs more "how." The first nine chapters read like a corporate speech recaping great business victories and thanking supporters (by name). Not that each client example is not interesting, just that not enough time is spent on the details of how Fallon came up with the big idea.

The last couple of chapters make the read worthwhile, maybe their next book should expand on the last chapter "Lessons Learned" as I found it very insightful.

Deserved self congratulations  Jan 21, 2008
I read a book recently called, Juicing the Orange, How to Turn Creativity into Powerful Business Advantage, by Fallon Senn. Of course it is about marketing.

This is a book by people for ad agencies and engages in a lot of self-congratulations about the brilliant marketing they have done. (although I have to admit, some of it is brilliant). Most books written by ad agency people have a degree of this.

One suggestion they make that is totally valid is hit the road with customers. That is not only to visit customers but to look how customers use your specific products.

Senn tells the story of how BMW put on a mini-Utube type video on the internet that ended up with thousands of downloads and had huge impact.

A good read if marketing interests you.
Great book for any marketing guru  Jan 3, 2008
This book is full of great marketing campaigns and the strategies behind them. Any person passionate about marketing and creative thinking should read this book. I've given a breif description of some of the things I've taken away from this book.

Always start from scratch. "...we often gain more by taking a deep breath and rethinking a marketing problem from the beginning," a direct quote from Juicing the Orange. Starting from scratch brings you fresh research and approaches to a marketing problem. If you use what is currently there, you will most likely repeat previous failed attempts and will always be gunning for second best. The best way to approach marketing is to look at what "the other guys" are doing as an example of what not to do.

Discover an emotional truth about your product. Once you discover an emotional truth about the product, you can use that as the center of your marketing strategy. However, discovering the truth isn't enough, once the discovery is made, you must verify the truth and establish the existence of the market that holds this truth. Second, you must generate an idea that connects the truth with the market.

Make new discoveries about the target market. Don't give up on finding new advantages in a market that haven't been hit on by others. Be relentless about your search and interrogate the market until you find that special niche.

The target segment isn't always dominant. It is important to remember that the segment of the market that matters the most to a brand isn't always the segment that spends the most money or uses the product more than others--the target segment is the influencers. Influencers can be a small part of an audience, but their behavior drives the rest of the market. Influencers are critical to any marketing effort.

Choose a larger presence in fewer places. By choosing a larger presence in fewer places as opposed to a smaller presence in multiple places, you look like a big fish in a little pond instead of one among many. The trick is to pick your marketing avenues with precision--avenues that are directly intertwined with your target market. The theory is that if you market the right avenues to the right people, you will double or triple the impressions your brand has for free. For example, if a commercial is aired on two TV stations, you would measure the effectiveness by how many people viewed. But, if Oprah or Jay Leno mentions the spot, there are additional impressions made that give a campaign more exposure. If it's picked up by You Tube, there are additional impressions and pretty soon it becomes part of popular media, just like the Holiday Inn Express campaign. Everyone is familiar with the phrase "No, but I stayed at a Holiday Inn Express Last Night." This commercial was originally aired on ESPN, CNN and the Weather Channel, but it became part of popular media.

Don't let creative thinking overtake strategy. "The door to most business people's right brain is through their left brain," a direct quote from Juicing the Orange. Creative thinking can be fun, but you can't let the fun overtake the need for strategy behind the creative. With business folk, you must first sell smart and then funny--a challenge sometimes since consumers need it the other way around.

Collaboration is important. Collaboration gets people excited and raises the level of importance each team member feels to the task, which in turn increases productivity and makes many things possible in a short amount of time.
oj-phantastic  Dec 19, 2007
the best advertising book since the book by mary wells.
at that quite an achivement.

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