Excellence in Brand Advertising

Creating a brand is nothing. Creating a brand that moves consumers in the deepest recesses of their souls--and their pocketbooks--is everything. Why buy a Honda over another import? Why pay for XM when broadcast is free? Boots are boots--why pay extra for Doc Martens? Only a very few advertising agencies can drive consumers to the market with an urgent need to buy a particular brand. "Excellence in Brand Advertising" looks at 25 top agencies that successfully sell sex appeal, lifestyles, solutions, and almost impossible dreams. Part alchemy, part chemistry--these innovative agencies work their magic again and again. Discover all the secrets of how they do it, with in-depth analysis and hundreds of inspiring, intriguing examples that illuminate our consumer culture today. * What drives consumers to buy? Learn the secrets of 25 top agencies * Case histories and in-depth analysis * Insider's view of how the "best" ad agencies influence buyers and today's cultureOsterman, Jim is the author of 'Excellence in Brand Advertising ', published 2007 under ISBN 9781584710820 and ISBN 1584710829.