( 10 reviews )
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Posted: 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.
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Posted: 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.
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( 1 of 1 found this review helpful ) Posted: 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.
