In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today.
The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment.
The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.
Table of Contents
- Title Page
- Copyright Page
- About the Book: How it Happened
- About the Contributors
Part I - Planning: Role and Structure
- Chapter 1 - Who Do You Think You Are?
- Chapter 2 - How Brands and the Skills of Branding have Flowered
- Chapter 3 - The Price of Freedom is Eternal Vigilance
- Chapter 4 - The Market’s Evolved, Why Hasn’t Planning?
- Chapter 5 - Learning and Improvement, Not Proof and Magic Solutions
- Chapter 6 - The Media Planner’s Revenge
Part II - Planning: Craft Skills
- Chapter 7 - A Revolutionary Challenge to Conventional Wisdom
- Chapter 8 - Four of the Wisest Principles You Will Ever Read
- Chapter 9 - JWT’s Debt to Stephen King
- Chapter 10 - Short-Term Effects may be Easier to Measure but Long-Term Effects ...
Part III - Market Research
- Chapter 11 - A Theory that Built a Company
- Chapter 12 - The Great Bridge Builder: Searching for Order out of Chaos
- Chapter 13 - You Can’t Make Sense of Facts until you’ve Had an Idea
- Chapter 14 - Measuring Public Opinion in an Individualistic World
- Chapter 15 - The Perfect Role Model for Researchers Today
Part IV - Marketing – General
- Chapter 16 - Old Brands Never Die. They Just get Sold for a Huge Profit
- Chapter 17 - The Retail Revolution gets Underway
- Chapter 18 - A Robust Defence of What Brand Advertising is For
- Chapter 19 - The Train to Strawberry Hill
- Chapter 20 - A Challenge to Change Behaviour
- Resumé of Stephen King’s Life
- Title: A Master Class in Brand Planning: The Timeless Works of Stephen King
- Release date: December 2007
- Publisher(s): Wiley
- ISBN: 9780470517918