Book Review - Juicing the Orange by Pat Fallon and Fred Senn
Have you ever wondered why some ad campaigns soar and others thud? It's definitely not the amount of money thrown at them. In Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn, they argue that it comes down to creatively solving that one key business issue the client has.
Contents: Redefining Creativity in Today's Marketing Environment; Outpacing the Commoditization of Your Brand; Fighting for Your Brand's Voice; Establishing and Leveraging a Category Advantage; Overcoming a Serious Branding Problem; Reviving a Mature Consumer Brand; Reenergizing a Mature Business Brand; Choosing the Best Media for the Message; Marketing a Network of Businesses Under One Brand; Rethinking Customer Engagement; Lessons Learned; Notes; Index; About the Authors
Fallon and Senn are co-founders of Fallon Worldwide, a global advertising company. They use a number of real-life client examples to show what it takes to run a successful advertising campaign. Much of it starts by listening to the company and also to the people who buy (or don't buy) the products. These insights, coupled with an examination of the industry and competition, often points to the business problem to be solved. It may be an attempt to "uncommoditize" your offering or an effort to re-educate the buying public as to what they should or shouldn't be doing. For instance, Purina Dog Chow was a respected brand, but sales were slumping. After listening to pet owners, vets, breeders, and trainers, it became apparent that the brand wasn't the issue. The buying public had mistakenly assumed that variety was good for a dog's diet, where the professionals knew that consistency is more important. Instead of trying to push the brand, they started educating the consumer on dietary best practices. Once informed, the consumer reverted back to a single brand of dog food, and Purina was able to once again capitalize on their strong branding.
I think the thing I appreciated most about this book was the honesty. Not all their efforts were stunning successes, and they didn't try to gloss those over or deflect the blame. There's risk involved in many memorable campaigns, like Skoda's ads making fun of their horrible reputation after they had reversed their engineering failures. Even the winners were not always a sure thing or nearly got axed before they were executed (like the EDS cat herder commercial). But after reading these stories and the underlying principles, you'll come away with a much greater appreciation for what goes into a successful marketing effort.
A fun read, and one that I really wish had been longer... I was enjoying it!
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