Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing

In most markets these days, brands compete on terms of near–equality, each searching for a marginal advantage over its rivals. Not so in the writing–about–marketing market, where the Jeremy Bullmore brand stands alone. No competitor comes anywhere near to matching the wit and wisdom with which he illuminates his subject, or the pure enjoyment he gives his readers.
Why does marketing matter in the modern world? What makes a successful brand? And how do marketing communications work? Many have attempted to tackle these questions; but in this collection of essays – which originally appeared in consecutive WPP annual reports – Bullmore’s almost supernaturally persuasive prose supplies totally satisfying and seemingly definitive answers. 
Jeremy Bullmore began his career as a trainee copywriter in 1954. Over half a century after its launch, the Bullmore brand has never been stronger. Read one chapter of this book, and you’ll understand why.

Spis treści:
Foreword by Sir Martin Sorrell.
About the Author.
Introduction.
Polishing the Apples.
Time–and–Motion Man and The Mad Inventor.
Why Every Brand Encounter Counts.
The Clipboard and the Copywriter.
Posh Spice & Persil.
Benjamin Franklin and the Kuala Lumpur Question.
The Steak & Kidney Pie That Wasn’t.
Why is a Good Insight Like a Refrigerator?
Index.

Nota biograficzna:
Jeremy Bullmore was born in 1929. From 1954 until 1987, he was with J. Walter Thompson in London: as copywriter, producer, head of the creative department and – from 1976 to 1987 – chairman, London. From 1981 to 1987, he was also chairman of the Advertising Association.
From 1988 to 2001, he was a non–executive director of the Guardian Media Group and from 1988 to 2004 a non–executive director of WPP. He remains with WPP as a member of th e Advisory Board. He’s a past president of Nabs and current president of The Market Research Society. He’s a regular columnist for Campaign, Management Today, Market Leader and The Guardian, and was awarded a CBE in 1985.
Another Bad Day at the Office? was published by Penguin in 2001 and continues to reprint today. The third, greatly enlarged, edition of his book More Bull More: Behind the Scenes in Advertising (Mark III) was published by WARC in 2003. Ask Jeremy, an edited compilation of his Campaign columns, was published by Haymarket in 2004.
Jeremy has three grown–up children and lives with his wife Pamela in London and Wiltshire.

Okładka tylna:
In most markets these days, brands compete on terms of near–equality, each searching for a marginal advantage over its rivals. Not so in the writing–about–marketing market, where the Jeremy Bullmore brand stands alone. No competitor comes anywhere near to matching the wit and wisdom with which he illuminates his subject, or the pure enjoyment he gives his readers.
Why does marketing matter in the modern world? What makes a successful brand? And how do marketing communications work? Many have attempted to tackle these questions; but in this collection of essays – which originally appeared in consecutive WPP annual reports – Bullmore’s almost supernaturally persuasive prose supplies totally satisfying and seemingly definitive answers. 
Jeremy Bullmore began his career as a trainee copywriter in 1954. Over half a century after its launch, the Bullmore brand has never been stronger. Read one chapter of this book, and you’ll understand why.