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A Master Class in Brand Planning: The Timeless Works of Stephen KingFrom Wiley
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In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985.� They remain timelessly potentially valuable but are an almost unexploited gold mine.� This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.
The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment.�
The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
- Sales Rank: #614925 in eBooks
- Published on: 2009-05-18
- Released on: 2009-05-18
- Format: Kindle eBook
Review
"Every planner needs this book - and the brave ones will give it to their clients, too."� (Admap, November 2007)
"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking."� (Retail & Leisure International, December 2007)
"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout."� (Market Leader, Winter 2007)
From the Inside Flap
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’, a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly valuable but are an unexploited gold mine. This book is comprised of a fuller selection: 20 of Stephen King’s most important articles. Each one is introduced by a known and respected practitioner who, in turn, describes the relevance of the article to the communications environment of today.
Although the context in which the original papers were written was different, the worth of this material is that the principles underlying his thinking are entirely appropriate to marketing communications in today’s more complex media environment.�
The book serves as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
From the Back Cover
‘What is a Brand?’ by Stephen King was one of the most influential pieces of work ever and has had a lasting influence on the way in which I think about brands. A few years ago I had the extraordinary experience of re-visiting the video of it made by Stephen and Jeremy Bullmore and the stunning thing was how prescient they had been some thirty years previously. Indeed, the only thing they had not foreseen was the internet – everything else they got right. —Hamish Pringle, Director General, IPA
Martin Mayer, the well-known investigative journalist, has described the present-day American advertising business more accurately than any other writer. He did this in his book Whatever Happened to Madison Avenue? Advertising in the ‘90s. I quote from page 191: “Thompson in London had become what Ogilvy was the first to call ‘a teaching hospital,’ where the researcher Stephen King developed philosophies of branding that were carried to America by John Philip Jones and Timothy Joyce.”
There is very little doubt today that branding is at the top of most marketing professionals’ minds in the United States. But “top of mind” is not quite the same as “in the bloodstream.” Packaged goods advertisers in the United States are currently forced to spend three timesas much money below the line on price cutting, as above the line on brand-building media advertising. It is to be hoped that the book of Stephen’s papers will inject a powerful serum into the bloodstream of American marketers, to help them develop a strategic response to the power of the retail trade which is at the moment debilitating and even emasculating many American brands. —John Philip Jones, Professor, S.I. Newhouse School of Public Communications, Syracuse University, New York, USA
King’s relentless thirst to understand, rigour of questioning and breadth of learning remain an inspiration. A profoundly rewarding, and rather humbling read. —Adam Morgan, author of Eat the Big Fish, and The Pirate Inside
In a world of greasers and drama queens, Stephen King was the still small voice of reason. Ever polite and ever intelligent, his analysis provided real insights. We all learned from him and this book should enable many more to do so. —Tim Ambler, MA (Oxford) SM (MIT), Senior Fellow, Marketing, LBS
Stephen was a great interpreter of research and a great judge of when to use specific methodologies whether they were qualitative or quantitative. He was comfortable with both. He was and remains a very great inspiration to market researchers in companies and in research� and ad agencies.� Dr Liz Nelson OBE
King writes of our industry, at its best, representing “Creative imagination subjected to critical control.” He could have been describing his own mind and approach, which have inspired generations of brand managers and planners and remain deeply relevant today. This book should be required reading for everyone entering the business, and serve as a reminder to the rest of us that however high we think we have set our standards, they are probably not high enough. —Jon Steel, Planning Director, WPP
Most helpful customer reviews
5 of 5 people found the following review helpful.
Exploit This Gold Mine
By Stephen Wood
The flyleaf gets this right: "an unexploited gold mine." Way back in what now seems almost prehistoric in advertising years (the late 60s), Stephen King was revealing the secrets to the way consumers think (and do not think) and illuminating the way advertising agencies and marketers should think (and should not think) about brands. How do we explain the degree to which his perspective and advice have gone unexploited?
This book, based on King's published writings and fine introductions by savvy marketing thinkers, removes all excuses for failing to develop marketing communications that connect consumers and brands. Among the articles included is one of his seminal essays, "What Is A Brand?" That means we no longer have to decipher his words truncated by a poorly scanned pdf that we downloaded (likely without permission) from a website googled on a tip from some King insider who managed to discover him when so many others did not. It's surprising and fortunate that the ideas he posited over 30 years are still utterly relevant and cogent in a business that's changed in unimagined ways in those ensuing decades. Yet so many agencies and advertisers have failed to learn from and apply his insights.
Gratefully the editors of this book make his work -- and that of other brilliant thinkers like Stanley Pollitt -- accessible and timely to anyone willing to dig in. You now have no excuse. Exploit this gold mine.
3 of 3 people found the following review helpful.
Brand Planning A Master Class
By James Ragresh
Stephen King practically invented Brand Planning.
This work collects the many papers that he published over twenty years work for JWT London. It is brought up to date by the editors who have asked current professionals to comment individually on them.
It is amzing how well they read today and the little difficulty that the commentators have in identifying the underlying and timeless truths for today. I consider it a must for any serious student of Advertising and Marketing. If only he was still around to update our thinking in the Internet Age!
4 of 5 people found the following review helpful.
A Must-Read for Anyone Building or Sustaining a Brand
By Harry Clark
A Master Class in Brand Planning is an invaluable, long over-due introduction to the writings of Stephen King for all marketers in the United States. King, a pioneer in account planning in the UK, spent his career teaching his colleagues, his clients and countless fans how brands work, how to approach brands and importantly how to sustain brands. The brilliance of this compilation of his work is the addition of contemporary commentaries by today's leading thinkers about advertising, marketing and brands. They make this book as relevant and timely as the latest blog on brands. A must-read for people starting out in the business, people building and selling brands, and people teaching marketing in business schools.
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