The book is a workbook for anyone within advertising to develop today's new modern awesome advertising. It's people-focused advertising. Here we forget the product, the idea, and the campaign – instead we define the business area of a brand from the outcome of the consumers (a company producing cars is not in the car business but in the mobility business), we identify the needs of the people within that area and develop solutions to serve needs which are not met or poorly met. We prototype and test to make sure our solution works. At the end we have happy customers which results in a happy and successful brand. This is the way brands play valuable roles in people's lives again. It's all not rocket science. The book provides simple tools and methods how to do it, this way anyone can do it. Now go and be awesome!Über den Autor:
First of all, I'm not a digital expert. I don't believe that anyone is. I'm also not a marketing expert. I'm a creative ad guy who is into strategy. I work with teams in agencies on people-focused advertising. Besides that I blog at makegoodshit.com about digital tools. In the past years I lectured in Internet-related subjects, like e-commerce, project management, multimedia design, and e-marketing. I started out in traditional advertising, having worked as a creative at ad agencies Jung von Matt, Springer & Jacoby, and Heimat. From Berlin I followed my love to Copenhagen where I now live with my wife, Lene, and my sons, Samuel and Magnus. I'm adjusting to the Scandinavian way and loving it.
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