We all want to have our message heard. In Bang! Linda Kaplan Thaler and Robin Koval tell us how. They and their talented colleagues are the brains behind a host of memorable and highly successful ads, from the enormously successful AFLAC duck to the irresistibly sentimental "Kodak moment" to Herbal Essences' outrageous "Totally Organic Experience." Kaplan Thaler and Koval offer savvy advice and proven strategies for getting out a loud, clear, attention-grabbing message about any product or service.
Presenting an arsenal of "big bang" ideas, the authors interweave entertaining recollections about their successes and failures, as well as those of other companies, with specific guidelines on establishing an atmosphere conducive to innovative breakthroughs. They show why having "enough" time to work on a project can be a disadvantage and why working in a small, cramped space is often the best way to come up with big ideas. Their insights into using intuition to capture just the right idea or phrase offer a new perspective on shaping and sustaining a marketing presence.
Full of colorful anecdotes and inspiring accounts of campaigns that have propelled revenues and dramatically increased market shares, Bang! shows managers how to create a marketing campaign that cuts through the message clutter and creates a marketing explosion.
©2003 Linda Kaplan Thayer and Robin Koval; (P)2003 Random House, Inc.
"Although the author's advice is targeted primarily toward businesses and other publicists, the glitzy anecdotal writing is witty and informative enough to appeal to those interested in advertising and popular culture." (Publishers Weekly)
"If Al Gore had had this book in 2000, George W. Bush wouldn't be sitting in the White House." (James Carville, author and Democratic strategist)
"Linda Kaplan Thaler and Robin Koval 'get it' from every angle. This [audio] book is full of extraordinary insight on effective message delivery." (Gordon Bethune, Chairman and CEO, Continental Airlines)
"Bang!" delivers true to its title. Fast paced clear concepts with examples, ideas and how they were inspired and achieved. This is a good one to feed into the hopper!
I found the book most entertaining and a great source of fun to talk about to my patients. Most have no idea of the behind the scenes of
a commercial, just as I had no concept of the process. People love to hear about things they know about ie commercials but don't really. Anyway, I enjoyed it and would suggest it to anyone with an entreprenurial personality.
I found this book very enjoyable, and it contained several insights I found very topical to most every business situation. However, a good portion of the book provides anecdotes and insights that are specific only to advertising and other 'strictly creative' ventures.
For example, there is a great description of how to foster an environment that fosters the open sharing and nurturing of ideas in an organization. Yet other examples about fostering creativity by 'waiting till the last minute' don't come across as a viable 'best practice' for most firms.
All in all, this was a very entertaining book, with a behind the scenes view of many advertising campaigns you'll be familiar with (The Toys'R Us song, Kodak Moments, etc). Just don't expect this to redefine your organization (unless you're an ad agency).
It's truly unfortunate that there is such disparity in the other reviews of this book. This is an interesting book that gives solid insight about where advertising is headed for the forseeable future. There are probably many other books out there that do exactly the same thing this book does that offer similar critical analysis of the advertising principles that helped these ideas succeed. Regardless, the facts stand for themselves: the authors are succeeding both in getting the message of their clients across and in making money for themselves. Both are admirable achievements.
This was an interesting look at marketing ideas. Although sometimes tough to distinguish the author's success from her retelling stories of friends success, this book had some great insight.
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