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Steal These Ideas
Book

Steal These Ideas

Marketing Secrets That Will Make You a Star

Bloomberg Press, 2005 more...


Editorial Rating

8

Qualities

  • Applicable

Recommendation

Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. getAbstract.com recommends this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.

Take-Aways

  • A brand is a person, place or thing that people recognize readily.
  • Great brands have four qualities: they inspire people, they can be relied upon, they are essential, and they cannot be replaced by another similar or competing brand.
  • The shape of the eight-ounce Coca-Cola glass bottle may be the world’s most visually recognized brand symbol.

About the Author

Steve Cone is managing director and head of advertising and brand management at Citigroup Global Wealth Management. In conjunction with five other executives, he coordinates worldwide brand management for all of Citigroup’s businesses in more than 100 countries.


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