Books I have co-authored with some of industry's leading figures.
Disrupt introduces a complete five-step program for identifying disruptive business opportunities–and successfully executing on them! frog design’s Luke Williams combines the design industry’s most powerful creativity techniques with true business implementation discipline. Using case studies, you’ll walk through defining and brainstorming ideas, crafting coherent solutions, getting buy-in, and more.
In this valuable guide to niche marketing, Brondmo, the head of an Internet direct marketing firm, leads readers step by step through preparing for and launching an e-mail campaign.
Remember the old joke "Instant gratification isn't fast enough"? That was something like the reaction Mark Breier had when he picked up a copy of The One Minute Manager, a book he'd once found profound. Now Breier, formerly CEO of Beyond.com and marketing vice president at Amazon.com, found that he was annoyed by the book's leisurely pace. So he sat down to write the Y2K version of one-minute managing, which essentially shows modern executives how to do the job in one-sixth the time.
At Coca-Cola, Zyman both increased sales dramatically and oversaw the introduction of New Coke one of the most visible missteps in the annals of marketing. Advertising now is not effective, claims Zyman, because it is dominated by overly creative television ads that entertain and win awards but don't generate sales. Expanding the definition of advertising to include everything from packaging to employee behavior, he argues that advertising must show a clear measurable return.
According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesn’t work. Zyman knows this firsthand— he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke.
This book shows how to create a $uper $weet $pot, a power niche that will totally separate your business from all competition and drive sustained, profitable growth. You'll learn how to develop a clear understanding of your company's unique, customer-relevant strengths, how to create a $uper $weet $pot that meets the needs of your Core Customers and attracts your Must-Have Customers and develop communication and advertising strategies that actually produce results.
The Must-Have Customer will show you how to keep your best customers (the ones who got you where you are today) and how to identify, attract, and forge long-lasting relationships with the customers you don t have—the ones who will take your company to the next level. Each chapter contains powerful questions and a process for asking them that will enable you to drive sales and increase profits year after year.