By Stefan Engeseth, Jan Cederquist
?In his e-book Detective advertising, Stefan has succeeded in developing what we continuously try for: simplicity, readability, perfection. utilizing easy, but thought-provoking examples, he manages to motivate either creativity and clear-sightedness. His hypothetical situations use humor to tickle the mind's eye and to shed new mild at the position of logic in advertising and marketing and communications.? Claes Andr?asson, Director, Absolut Akademi, The Absolut corporation ?Stefan Engeseth crackles with power in his publication Detective advertising and marketing. He?s no longer afraid to imagine otherwise and he does so with the authority of lengthy useful event. all of us want the clean breeze that blows via this ebook. i like to recommend it whole-heartedly.? according to Frankelius. PhD Economics ?rebro collage and the foreign university of Economics, J?nk?ping. This publication relies on my concept of inventive enterprise and the assembly of minds. simply because this calls for a undeniable mind-set from the reader, my readers are basically execs in IT, PR, company communications, advertisements, advertising and revenues. Creativity, even if, is aware no limitations. it doesn't matter what your occupation is, Detective advertising might help develop.
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Additional resources for Detective Marketing: Creative Common Sense in Business, 3rd Edition
Childish Simplicity T h r o u g h o u t this book, 1 will give a n u m b e r of concrete examples. T h e book's value and relevance will increase in proportion to your ability to see your own opportunities in these examples. Don't lock up your creativity. T h i n k of what a child would do. A child sees opportunities with wonderful ease. L e t this positive energy create a stimulating rush of creativity. Children act as creative consultants when you play with t h e m . Make the most of this free, but invaluable consulting time!
1 rends are not created in a vacuum. Punk culture had a very high profile in its day. ' o 'I fc T i v: m a v • c.. c o BACKGROUND AND METHODOLOGY would care to admit. It's easy to have t w e n t y - t w e n t y hindsight as to who created w h a t w h e n . Why not create a fad of your own, for example, wigs for men! Today, wigs for men are an embarrassing s u b j e c t . Even t h e man who sells t h e m would o f t e n rather be bald than use his own products. T h e r e is a parallel here with pink shirts.
T h e next s t e p for the stores could be to teach their c u s t o m e r s to cook. A g u e s t g o u r m e t chef could teach c u s t o m e r s the tricks of the trade. Every action that adds value in t h e grocery store has profitability and growth potential. Sooner or later, everyone gets hungry! Another example comes from q u e s t i o n i n g t h e world around us: W h a t is real and what is fake? O n e can say that t h e world is really "faked up". Fake is real in a fake world. Fake is business.