With fresh insights and a penetrating eye, New York Times reporter Constance L. Hays examines a century of Coca-Cola history through deft portraits of the charismatic, driven men who used luck, spin, and the open door of enterprise to turn a beverage with no nutritional value into a remedy, a refreshment, and an international object of consumer desire. The rise of Coke is also a catalog of carbonation, soda fountains, dynastic bottling businesses, global expansion, and outsize promotional campaigns, not all of which succeeded. By examining relationships at every level of the company, Hays reveals the psyche of a great American corporation–and also tells a larger story about business and this nation’s culture.

     "David Garfinkel is my friend, my mentor, and my copywriting guide. I've hired him in the past, we've coauthored projects together, and I turn to him for advice and guidance. I also send clients to him from time to time. He can make copywriting seem simple because of the way he teaches, explains, and gently awakens the slumbering copywriter inside you. If you have the opportunity to learn from him, take it — your life (and your fortune) will be changed forever for the better.” Joe Vitale, best selling author of "Attract Money Now", "Zero Limits", "The Miracles Manual" and more. "David Garfinkel has generated tens of millions of dollars in sales - and substantial profits - for his clients. To paraphrase the old Dean Witter ad, 'When David Garfinkel speaks or writes, savvy marketers listen and act.'" Alan N. Schlaifer, President, The Wharton School Club, Washington, DC "David, thank you for your copywriting help. With the information you helped me with, I was able to write a brand new website salesletter that sold over 211 CD's in less than 3 days. Because of this new salesletter, I will put a extra $60,000 of cold hard cash in my pocket this month. Your information is invaluable! Thank you, Thank you, Thank you!" Matt Bacak, The Powerful Promoter, powerfulpromoter.com Copywriting is the heart of entrepreneurship and should: (1) produce a bankable return on investment from advertising, (2) generate measurable results and (3) rely on proven direct response methods that work by formula rather than by guesswork. Try getting that from mainstream ad agencies. Good luck. Because their agenda is not to help you make a profit… but… to make a profit for themselves. However, if you want to know what works in the real world… then… "Breakthrough Copywriting" is mandatory. Because you won’t stumble across this amazing stuff anywhere else. Here is just a little of what you will discover inside: • How to apply the secret Breakthrough Copywriting Model I invented! My four-part formula lets anyone write brutally-effective copy that maximizes the response and profits of any ad or website! • What “Copywriting Junction” is… and… why it holds the key to making the most money from advertising… no matter what business you’re in! • How to write better ad copy than 99.5% of all traditional agencies! (Never be at the mercy of another ad agency, consultant or copywriter who doesn’t know what they’re talking about – most don’t - again.) • The forbidden “Eavesdrop” secret - taught to Hollywood screenwriters – guaranteed to warp speed your copywriting ability from novice to expert in no time flat! • The “C” Factor: How it forces people to read your ad, letter or website from top to bottom… whip out their wallet… and… buy on the spot! • How to write emotion-packed copy that generates immediate response! • How to get a flood of customers – in fact, more than you could handle – without the usual frustration, stress and struggle! • How to tap the deep reservoirs of the

    Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

    In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

    Yet, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications. The company's name is KesselsKramer. Advertising for People Who Don't Like Advertising is partly a creative handbook and partly an attempt to make the world a very slightly better place. It is intended for anyone who has ever hated a web banner or zapped an ad break.

    Nicknamed Coke, a company that churns out a revenue of USD 24 billion a year had a rather humble beginning. When local pharmacist John Pemberton brewed a mix of fruit syrup, extracts from cola nut, cocoa leaf and several other ingredients to create a tonic, little did he know he was creating a brand which would later become synonymous with having a good time – frothing with fun and frolic. The Story of Coca-Cola is the chronicler of a journey that started in 1886 at the back of a shop in Atlanta, Georgia, to become the global leader in the beverage industry; through their shares of wars, scandals, ups and downs. It is the story of a survivor, a world leader.JAICO’S CREATIVE COMPANIES SERIES explores how today’s great companies operate and inspires young readers to become the entrepreneurs and businessmen of tomorrow.

    In this e-book you will learn what exactly is needed to run a successful Design Thinking Workshop which is fun and at the same time generates great results. In this e-book Pauline Tonhauser, founder of designthinkingcoach.de, shares her best practices.

    Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake.   Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements.   Friction  argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.   The authors of  Friction  have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.

    Halbert explaining the secrets to effect marketing.

    Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening. "Marketing to Millennials "is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials: - Value social networking and aren't shy about sharing opinions - Refuse to remain passive consumers--they expect to participate in product development and marketing - Demand authenticity and transparency - Are highly influential--swaying parents "and" peers - Are not all alike--understanding key segments is invaluable Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come.

    What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution.Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination.As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful.In Quantum Marketing, readers will:Understand the evolution of marketing and how to be at the forefront of future change.Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry.Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries.Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

    This book will teach you all you need to know about public relations, from
 what to do on your first day at your desk to how to start your own PR 
agency. You’ll learn the core skill of the business: pitching. It’ll also 
tell you how to avoid becoming a buzzword-spitting automaton that the media 
will hate. Written by a PR veteran who has done it all – and made every mistake along the way – This Is How You Pitch is an honest, direct guidebook to Public Relations and how to survive your first years in the business and how to turn it into a prosperous, fulfilling career.

    Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. It’s achievable for any business willing to break away from the industry norms and find innovative ways to serve its customers.Based on a decade of research into what makes companies successful, Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries. By following their examples your company will:- Attract more customers- Sell more, faster- Inspire employee engagement- Become immune to the competition- Earn higher profitsSticky Branding is your branding playbook. It provides ideas, stories and exercises to make your company stand out, attract customers, and grow into an incredible brand.

    Meanwhile, countless entrepreneurs shot themselves in the foot with basic PR mistakes — spending far too much money hiring the wrong sort of PR people. The goal of this book is simple: to save entrepreneurs from the overpriced and ineffective PR gurus of the world — and to give them the tools they need to take on the media themselves (or at least, to hire someone who doesn't stink).

    Reprint. 25,000 first printing.