ISBN 9780230329461,Brand Busters: 7 Common Mistakes Marketers Make

Brand Busters: 7 Common Mistakes Marketers Make




Publication Year 2010

ISBN 9780230329461

ISBN-10 0230329462


Number of Pages 142 Pages
Language (English)


Every day, without knowing it, marketers of all kinds make the same common mistakes and end up destroying their brands. Brand Busters helps readers learn from the slip-ups of others and instructs them on how to avoid mistakes and get on with efficient marketing. About the Author Chris Wirthwein is one of our country?s most accomplished marketing professionals. As CEO of the advertising agency 5MetaCom, Chris has worked with many of the world?s leading companies in medical devices, financial services, pharmaceuticals, agribusiness, and scores of other industries. His client list reads like a ?Who?s Who? of successful technical and scientific brands and has included Eli Lilly and Company, Dow AgroSciences, Bristol-Myers, Land O?Lakes, Elanco Animal Health, Roche Diagnostics, Black & Decker, Honeywell, and many others. Chris is a 1979 graduate of Butler University in Indianapolis, Indiana, with a Bachelor of Arts in journalism. He began his advertising career as a copywriter and account executive in 1980. Since that time he has developed hundreds of successful campaigns and strategic plans for regional, national, and international business-to-business clients. He has also taught at the university level, having served as a guest lecturer at the Purdue University Center for Agricultural Business and at Butler University, in Advertising Principles and Practice. Today Chris is a frequent speaker at marketing forums and professional and trade events and has appeared on television numerous times as a commentator on marketing and advertising topics. Table of Contents Talking "needs" instead of "wants." ? Falling in love with your product instead of your customer ? Believing that marketing is all science or all art ? Trying to please everyone.? Forgetting that people forget.? Believing your price is too high?without proof.? Believing you must sell your product on an economic basis