What Makes Winning Brands Different?: The Hidden Method Behind the World's Most Successful Brands

Acknowledgements xi

Something New xiii

Overview xv

1 The Road to a New Method 1

The Marketing Meltdown 1

The Inkling of an Idea 3

Detective Work 5

Uncovering Growth Codes 7

The blw Method 9

The Big Opportunity 13

Summary 15

2 Portal 1: Benefits & Promises 17

1 Addressing Life Interests 21

2 Pinpointing a Threat 26

3 Adopting a Spirit 31

4 Finding the Magic 35

5 Making a Mind-Movie 39

Summary 43

3 Portal 2: Norms & Values 45

1 Eliminating Guilt 51

2 Challenging Pride 55

3 Exposing Inconsistences 60

4 Overturning Taboos 63

Summary 67

4 Portal 3: Perceptions & Programs 69

1 Marking Your Territory 76

2 Cutting into Another Market 84

3 Redefining your League 88

4 Inverting a Negative 94

5 Resetting Routines 98

Summary 102

5 Portal 4: Identity & Self-Expression 103

1 Demonstrating Character 111

2 Advocating an Ideology 118

3 Attesting Kinship 123

4 Creating a Hero 127

5 Expressing Personal Messages 132

Summary 135

6 Portal 5: Emotions & Love 137

1 Being a Friend 142

2 Tapping into Emotions 144

3 Nurturing a Yearning 149

4 Arousing Empathy 155

Summary 158

7 Working with Growth Codes 159

Case Study: Siemens S4 Power Mobile Phone 164

Case Study: Siemans S6 Mobile Phone 167

Case Study: Siemans S10 Mobile Phone 170

Test Case: A Cold Relief Bubble Bath 172

Test Case: A Radio Station 176

Test Case: A Lip Balm 182

Summary 184

8 Taking Growth codes into the Internet Age 187

Bibliography 199

Index 217