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Think Small
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Ugly Is Only Skin-Deep
IT WASN’T GERMAN ENGINEERING ONLY THAT MADE THE VOLKSWAGEN BEETLE AN ICON. IT WAS A MANHATTAN ADVERTISING AGENCY, TOO. Created in 1959 by Doyle Dane Bernbach and continued through the '60s and early '70s, the campaign for the Volkswagen Beetle is considered the best of all time. More than just promoting a car, it promoted a new kind of advertising: simple, charming, intelligent and, most of all, honest. In "Ugly Is Only Skin-Deep," Dominik Imseng retraces the creation of Doyle Dane Bernbach, sneered at by the big players on Madison Avenue because of the "ethnic" background of its founders and employees, who were mostly Jewish. Readers will then learn how the agency won the Volkswagen account and how an unlikely creative team set the tone for the most admired campaign in advertising history. Finally, the book examines the evolution of the Volkswagen campaign and how it managed to convince more and more Americans that smaller was better. In fact, the Volkswagen campaign didn't only fundamentally change the ethos of advertising, it also helped trigger the cultural revolution of the 1960s.
Die Idee ist die Moral der Werbung
Von der Botschaft zum Content, von der Zielgruppe zur Community: Kaum eine Branche ist so im Wandel wie die Werbung - und kaum eine Branche so unbekannt. Der Schweizer Werber und Journalist Dominik Imseng fühlt der Kreativindustrie seit 2006 regelmäßig den Puls, vor allem für die "NZZ am Sonntag". Er führte Interviews mit Starwerbern wie Alex Bogus.
Admans Dilemma
The Adman's Dilemma is a cultural biography that explores the rise and fall of the advertising man as a figure who became effectively a licensed deceiver in the process of governing the lives of American consumers. Apparently this personage was caught up in a contradiction, both compelled to deceive yet supposed to tell the truth. It was this moral condition and its consequences that made the adman so interesting to critics, novelists, and eventually filmmakers. The biography tracks his saga from its origins in the exaggerated doings of P.T. Barnum, the emergence of a new profession in the 1920s, the heyday of the adman's influence during the post-WW2 era, the later rebranding of the adman a...
People and Ideas on the Move
During the 1970s the todays Austrian Federal Ministry of Education, Science and Research (Bundesministerium für Bildung, Wissenschaft und Forschung, BMBWF) supported the founding of the Center for Austrian Studies at the University of Minnesota in Minneapolis and the Austrian Chair at Stanford University in California. These foundings were the initial incentives for the worldwide 'spreading' of similar institutions; currently nine Centers for Austrian and Central European Studies exist in seven states on three continents. The funding of the Ministry enables to connect senior with young scholars, to help young PhD students, to participate and to benefit from the scientific connection of expe...
Copywriting Made Simple
Copywriting is writing with purpose. It’s about using words to reach people and change what they think, feel and do. This easy-to-read guide will teach you all the essentials of copywriting, from understanding products, readers and benefits to closing the sale. It’s packed with real-life examples that will show you exactly how the ideas and techniques will work in the real world. And with dozens of useful illustrations and diagrams, Copywriting Made Simple shows you the ideas that other books just talk about. Plus there's a whole chapter of handy tips on writing ads, websites, broadcast media, direct mail, social media and print. Copywriting Made Simple is the perfect introduction to cop...
El campeón de judo con un solo brazo
En el día a día del creativo hay proyectos que se encallan, bloqueos mentales difíciles de desactivar, buenas ideas que no acaban de cuajar. Son situaciones de estancamiento que requieren técnicas y recursos para lograr salir airoso de ellas. Y esto es precisamente lo que recoge este libro: 50 superpoderes creativos para hacer de cada crisis una oportunidad de replanteamiento ingenioso e innovador. A través de deliciosos relatos breves provenientes de mitos e historias reales de todos los tiempos, Dominik Imseng pone a nuestro alcance algunas estrategias que nos permitirán aprender a identificar nuestras propias carencias para convertirlas en auténticos superpoderes. ¿Estás preparado para gritar "¡Ya lo tengo!"?
El campeón de judo con un solo brazo : y otros 49 superpoderes para convertirse en un héroe creativo
En el día a día del creativo hay proyectos que se encallan, bloqueos mentales difíciles de desactivar, buenas ideas que no acaban de cuajar. Son situaciones de estancamiento que requieren técnicas y recursos para lograr salir airoso de ellas. Y esto es precisamente lo que recoge este libro: 50 superpoderes creativos para hacer de cada crisis una oportunidad de replanteamiento ingenioso e innovador. A través de deliciosos relatos breves provenientes de mitos e historias reales de todos los tiempos, Dominik Imseng pone a nuestro alcance algunas estrategias que nos permitirán aprender a identificar nuestras propias carencias para convertirlas en auténticos superpoderes. ¿Estás preparado para gritar "¡Ya lo tengo!"?
Für immer sexy
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Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements
The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.” —Daniel H. Pink, author of Drive and A Whole New Mind “Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.” —Sally Hogshead, author of Fascinate and creator of HowToFascinate.com “Essential stuff. One of the smartest thinkers on brandi...
