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In business circles today, animated debates abound over how the consumer landscape is changing. In Juicing The Orange: How to Turn Creativity into a Powerful Business Advantage, Pat Fallon and Fred Senn argue that no matter which new media emerge and which old media fade away, one factor remains crucial: the power of applied creativity to move the market in your favor. According to the authors, leaders have more creativity in their organizations than they realize –- but they inadvertently stifle it, or they channel it in the wrong directions.
How to avoid these errors? Generate bankable creative ideas. Drawing on twenty-five years of successful marketing and award-winning work, Fallon and Senn offer a potent process: identify the one key business problem your business must solve -- and then rigorously unearth insights that lead to a spectacular solution.
An array of behind-the-scenes stories of successful campaigns across a diverse group of organizations -- including Citibank, United Airlines, Holiday Inn Express, Skoda UK, Lee Jeans, BMW, and the Islands of the Bahamas -- reveals the core lessons of profit-driving creativity:
- Associating a proprietary emotion with your brand
- Outpacing the commoditization of your offerings
- Executing big ideas without a big budget
- Moving customers to seek out your message
- Selecting the best media for your message
- Repositioning and reviving mature brands
- Reinvigorating a damaged brand image
Illustrating the link between creativity and business results, the authors analyze cases in which the application of their principles generated measurable outcomes –- or the failure to do so left the market unchanged.
Pat Fallon is cofounder and Chairman of Fallon Worldwide, a subsidiary of the French-based Publicis Groups S.A., one of the world’s largest advertising and media conglomerates. He has received virtually every recognition in the business during his career and still spends 80 percent of his time on client work. Fred Senn is a cofounder and partner with Fallon Worldwide, serving as Chief Learning Officer and running Fallon University as the organization expands the scope of services and geographic reach. Both insist on working from Minneapolis, Minnesota.
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