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Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize—but they inadvertently stifle it, or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to actively building creativity into the organizational culture, and leveraging that creativity into campaigns that deliver measurable results. Drawing from twenty-five years of successful marketing and acclaimed, award-winning work, the authors show that bankable creative ideas come from zeroing in on the one key business problem that must be solved, and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.
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 one tasty orange |
| Review Date: July 23, 2006 |
| Reviewer: Michael P. Maslanka, dallas, texas United States |
| True or false: is advertising obsolete? Fallon and Senn say true---unless it changes. And they go about showing how it must change in recounting their best campaigns(with some intellectual honesty in mentioning their losers). The Big Ideas: don't steal a competitor's emotion, find your own; ads must bear an A to B connection in more revenue generation; take risks to survive because incremental change will kill you. The chapter on Lee Jeans is one of the best: trust the focus groups when they have passion(here, teenagers want to feel indestructible in their jeans); don't ape the competition(the strong desire to be sexy like levi's); don't be afraid to go to your roots(here, bring back a doll icon from the compnay's past); and know, above all else, that emotions drive decisions---the reason is tacked on later. They also talk about how they run their shop---fire prima dona employees or unreasonable clients; understand what is worth fighting over; undertstand that creativity is team driven; believe in a few core idea and push them over and again. |
A Juicy Congratulations to Fred Senn and Pat Fallon
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| Review Date: July 13, 2006 |
| Reviewer: Jenna Magidson, Boston, MA |
| I found this book as enlightening and delightful as sitting and having a drink with a great leader in advertising. Personally, it has reinvigorated my own perspective as an agency Account Manager and I'm excited and motivated all over again about the accomplishments and contributions we can all make in marketing. |
Excellent principles, and they're not afraid to talk about failures...
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| Review Date: November 15, 2006 |
| Reviewer: Thomas Duff, Portland, OR United States |
Have you ever wondered why some ad campaigns soar and others thud? It's definitely not the amount of money thrown at them. In Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn, they argue that it comes down to creatively solving that one key business issue the client has.
Contents: Redefining Creativity in Today's Marketing Environment; Outpacing the Commoditization of Your Brand; Fighting for Your Brand's Voice; Establishing and Leveraging a Category Advantage; Overcoming a Serious Branding Problem; Reviving a Mature Consumer Brand; Reenergizing a Mature Business Brand; Choosing the Best Media for the Message; Marketing a Network of Businesses Under One Brand; Rethinking Customer Engagement; Lessons Learned; Notes; Index; About the Authors
Fallon and Senn are co-founders of Fallon Worldwide, a global advertising company. They use a number of real-life client examples to show what it takes to run a successful advertising campaign. Much of it starts by listening to the company and also to the people who buy (or don't buy) the products. These insights, coupled with an examination of the industry and competition, often points to the business problem to be solved. It may be an attempt to "uncommoditize" your offering or an effort to re-educate the buying public as to what they should or shouldn't be doing. For instance, Purina Dog Chow was a respected brand, but sales were slumping. After listening to pet owners, vets, breeders, and trainers, it became apparent that the brand wasn't the issue. The buying public had mistakenly assumed that variety was good for a dog's diet, where the professionals knew that consistency is more important. Instead of trying to push the brand, they started educating the consumer on dietary best practices. Once informed, the consumer reverted back to a single brand of dog food, and Purina was able to once again capitalize on their strong branding.
I think the thing I appreciated most about this book was the honesty. Not all their efforts were stunning successes, and they didn't try to gloss those over or deflect the blame. There's risk involved in many memorable campaigns, like Skoda's ads making fun of their horrible reputation after they had reversed their engineering failures. Even the winners were not always a sure thing or nearly got axed before they were executed (like the EDS cat herder commercial). But after reading these stories and the underlying principles, you'll come away with a much greater appreciation for what goes into a successful marketing effort.
A fun read, and one that I really wish had been longer... I was enjoying it! |
Fantastic!!
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| Review Date: July 28, 2006 |
| Reviewer: Mr. Oiler, |
| I loved this book. I found this fun and entertaining while providing specific, salient, concise and actionable ideas on managing a business while being driven by creativity. I'm a recovering business executive just starting my own entrepreneurial enterprise and I found this work enormously helpful in helping me define and launch my business. I can't recommend this book enough. GET THIS BOOK! |
Stories of Successful Advertising/Branding Programs
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| Review Date: November 19, 2006 |
| Reviewer: John Matlock, Winnemucca, NV |
This is a book that talks about advertising/branding creativity. It's not about product design or R&D creativity.
Advertising creativity has a particularily difficult sales job because while people say they want creativity in their ads they tend to look at a group of ads or ad campaigns and select the traditional. After all, if you get too creative you get outside of what people are accustomed to seeing. And since 'everybody' is an expert on advertising the managers with the budgets select the ads.
A case in point was trying to sell the Skoda (automobile) brand name in England. The proposed campaign made a joke about how bad the Skoda brand name was in England. The boss from the factory says 'You want to run ads telling people the Skoda is crap? I won't approve it.' The British managers went around him, bought the program, it yielded great success.
This book is mostly a book of stories of ad campaigns that were successful. The other kind don't get written up. The lessons to be learned are in the research they did into the brand images, etc. of their clients. |
Avoid obsolescence and make sure products are keyed to market demands with JUICING THE ORANGE.
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| Review Date: December 11, 2006 |
| Reviewer: Midwest Book Review, Oregon, WI USA |
JUICING THE ORANGE: HOW TO TURN CREATIVITY INTO A POWERFUL BUSINESS ADVANTAGEtells how the consumer is changing, and how businesses need to refine and redefine applied creativity to keep consumer interests. Organization managers and owners often inadvertently stifle creativity or move it in the wrong direction: JUICING THE ORANGE tells how to use innovations to achieve realistic marketing goals and approaches, and uses decades of successful marketing tactics to reinforce ideas. Avoid obsolescence and make sure products are keyed to market demands with JUICING THE ORANGE.
Diane C. Donovan
California Bookwatch |
Great book for any marketing guru
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| Review Date: January 3, 2008 |
| Reviewer: Mary Lafferty, Lincoln, NE |
This book is full of great marketing campaigns and the strategies behind them. Any person passionate about marketing and creative thinking should read this book. I've given a breif description of some of the things I've taken away from this book.
Always start from scratch. "...we often gain more by taking a deep breath and rethinking a marketing problem from the beginning," a direct quote from Juicing the Orange. Starting from scratch brings you fresh research and approaches to a marketing problem. If you use what is currently there, you will most likely repeat previous failed attempts and will always be gunning for second best. The best way to approach marketing is to look at what "the other guys" are doing as an example of what not to do.
Discover an emotional truth about your product. Once you discover an emotional truth about the product, you can use that as the center of your marketing strategy. However, discovering the truth isn't enough, once the discovery is made, you must verify the truth and establish the existence of the market that holds this truth. Second, you must generate an idea that connects the truth with the market.
Make new discoveries about the target market. Don't give up on finding new advantages in a market that haven't been hit on by others. Be relentless about your search and interrogate the market until you find that special niche.
The target segment isn't always dominant. It is important to remember that the segment of the market that matters the most to a brand isn't always the segment that spends the most money or uses the product more than others--the target segment is the influencers. Influencers can be a small part of an audience, but their behavior drives the rest of the market. Influencers are critical to any marketing effort.
Choose a larger presence in fewer places. By choosing a larger presence in fewer places as opposed to a smaller presence in multiple places, you look like a big fish in a little pond instead of one among many. The trick is to pick your marketing avenues with precision--avenues that are directly intertwined with your target market. The theory is that if you market the right avenues to the right people, you will double or triple the impressions your brand has for free. For example, if a commercial is aired on two TV stations, you would measure the effectiveness by how many people viewed. But, if Oprah or Jay Leno mentions the spot, there are additional impressions made that give a campaign more exposure. If it's picked up by You Tube, there are additional impressions and pretty soon it becomes part of popular media, just like the Holiday Inn Express campaign. Everyone is familiar with the phrase "No, but I stayed at a Holiday Inn Express Last Night." This commercial was originally aired on ESPN, CNN and the Weather Channel, but it became part of popular media.
Don't let creative thinking overtake strategy. "The door to most business people's right brain is through their left brain," a direct quote from Juicing the Orange. Creative thinking can be fun, but you can't let the fun overtake the need for strategy behind the creative. With business folk, you must first sell smart and then funny--a challenge sometimes since consumers need it the other way around.
Collaboration is important. Collaboration gets people excited and raises the level of importance each team member feels to the task, which in turn increases productivity and makes many things possible in a short amount of time.
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Fascinating.
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| Review Date: June 19, 2007 |
| Reviewer: Mike Ferring, Phoenix, AZ |
| Not only does this book dazzle with its advertising creativity, but it shows how Fallon carefully analyzed and devised the strategy it used. Before reading the book I was baffled by some of the ads I saw for Holiday Inn Express, for example. But after reading the book it all made perfect sense-- and clearly worked. The search for the nugget of product difference is absolutely fascinating. I've long been impressed by the company's creativity, but now I'm equally impressed by its ability to sniff out a winning strategy. It's inspiring for someone in marketing and enightening for everyone else. |
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