Juicing the Orange

How to Turn Creativity into a Powerful Business Advantage

By: Pat Fallon, Fred Senn

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Hardcover | 1 August 2006

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Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize-but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.

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Non-Fiction Self-Help, Personal Development & Practical Advice Advice on Careers & Achieving Success Business & Management Management & Management Techniques Management of Specific Areas Production of Quality Control Management Sales & Marketing Sales & Marketing Advertising Psychology

Acknowledgments	p. vii
Redefining Creativity in Today's Marketing Environment	p. 1
Outpacing the Commoditization of Your Brand: How the Right Emotional Connection Freed Citibank from the Commodity Trap	p. 23
Fighting for Your Brand's Voice: How United Airlines Stayed Connected with Its Core Customers Through Multiple Crises	p. 39
Establishing and Leveraging a Category Advantage: How a Catchphrase Captured the Category for Holiday Inn Express	p. 57
Overcoming a Serious Branding Problem: How Skoda UK Rescued Its Brand from Public Ridicule	p. 73
Reviving a Mature Consumer Brand: How a Relic from the Corporate Attic Revived Lee Jeans	p. 87
Reenergizing a Mature Business Brand: How EDS Emerged from B2B Brand Obscurity	p. 107
Choosing the Best Media for the Message: How BMW Reached Drivers on Their Own Turf-the Internet	p. 125
Marketing a Network of Businesses Under One Brand: How the Islands of the Bahamas Reorganized as a Brandable Destination	p. 147
Rethinking Customer Engagement: Why Share of Market No Longer Depends on Share of Voice	p. 163
Lessons Learned: How to Juice Your Environment for Creativity	p. 185
Notes	p. 201
Index	p. 207
About the Authors	p. 227
Table of Contents provided by Ingram. All Rights Reserved.

Juicing the Orange

How to Turn Creativity into a Powerful Business Advantage

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