Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing

by Tom Doctoroff

Overview

In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.

Product Details

ISBN-13:	9781137279309
Publisher:	St. Martin's Publishing Group
Publication date:	11/11/2014
Edition description:	New Edition
Pages:	272
Product dimensions:	6.30(w) x 9.30(h) x 1.10(d)

About the Author

Tom Doctoroff is Asia CEO for J. Walter Thompson, and the author of Billions and What Chinese Want . He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio, as well as Financial Times, Business Week, The Wall Street Journal, and The New York Times.

Table of Contents

Introduction: Back to the Future
Chapter 1: New World Order
Chapter 2: The Value of Strong Brands
Chapter 3: The Consumer Insight
Chapter 4: The Brand Idea
Chapter 5: Engagement Ideas
Chapter 6: Engagement Planning
Chapter 7: Creativity 2.0

Editorial Reviews

09/22/2014
In this thoughtful but heavy-going business guide, Doctoroff (What Chinese Want), Asia Pacific CEO for J. Walter Thompson, argues that while social media may be useful for attracting customers, it is no substitute for traditional marketing. He cites the wide array of digital channels now available as a potential source of confusion for customers, stating that traditionally minded marketers who “master the timeless rules of brand building” are the ones guaranteed to generate customer loyalty. Doctoroff’s four-part system rests on the proposition that mastery of ideas and executions will win a business higher profits and greater customer loyalty. The four individual elements of this system are insight into consumers; “the brand idea”; the idea for “engagement” or execution; and a plan for carrying out the engagement idea. Doctoroff counsels business people to consider the universals of human behavior, and points to Lego, Google, Nike, and Apple as companies that got their brand ideas right. He defines engagement ideas as “creative expressions of the brand idea” and explores the consumer’s “journey,” from the initial encounter with the product or service to the purchase. A spot-on premise and nuggets of fresh wisdom sprinkled throughout do not offset Doctoroff’s dense material. Readers will find this a tough read despite its solid suggestions. (Nov.)

Publishers Weekly

Twitter Is Not a Strategy takes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda.” —Inc. Magazine’s list of “11 Great Business Books to Read Right Now"

“A rallying cry for the advertising industry to refocus on actual brands.” —Women's Wear Daily

“The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing.” —Berlin School of Creative Leadership

“[A] thoughtful…business guide [with a] spot-on premise…and nuggets of fresh wisdom sprinkled throughout.” —Publishers Weekly

“Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than "likes," tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title Twitter is Not a Strategy.” —TheStreet.com's #1 Pick for "Best Business Books Coming Out This Week

“With insight and energy, Doctoroff…takes on the daunting task of explaining the Chinese character… This in-depth, lively précis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market.” —Publishers Weekly on What Chinese Want

“A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom… A no-nonsense book by an enlightened capitalist.” —Kirkus Reviews on What Chinese Want

“Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.” —Library Journal on What Chinese Want

“Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers.” —The Wall Street Journal on Billions

From the Publisher