This commonsense guide lets you develop your brand with the same techniques and technologies as the big players—but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand.

Customer Rating:
Summary: Love this book
Comment: I truly love this book. It gives a great overview of marketing and advertising that you can use to effectively craft your own marketing materials and efforts. Ben Mack writes in a somewhat crazy style that I like, throwing in lots of information that is tangential to the discussion to drive a point home.

Read this is you are in business or marketing. I don't think Ben's style of writing is for everybody, but there is gold in there if you look for it.

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Customer Rating:
Summary: Think Two Products Ahead
Comment: Think Two Products Ahead came to me at just the right time, as I was beginning plans on a product launch. Dr. Mack's book not only offered sound knowledge, the exercises I completed while reading the book opened my eyes to opportunities I wouldn't have thought of on my own.

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Customer Rating:
Summary: Brand Essence chutzpah from Ben Mack
Comment: There are some good things in here. I like Ben Mack's ideas on his Legend Platform, the idea of "Customer as Hero," and his definition of waht he calls "Brand Essence." Those are some good takeaways. Mostly, I salute the author for his chutzpah. This book started as an e-book and has a real renegade, FU feel to it. It's ragged at points, but he fully admits that he's throwing a lot of you know what against the wall.

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Customer Rating:
Summary: Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits...
Comment: With Think Two Products Ahead, Ben Mack offers a professional's point of view for positioning your product or service in the minds and hearts of your consumers.
In the author's words, "Branding is about identifying what is attracting customers to buy your product, your common thread, and weaving this thread into your product and communications as fully and authentically as possible."
By following these bite-sized chapters and choosing to answer the information-gathering questions posed at the end of each, you will be well on your way to garnering your customers' usage of what you have to offer. Mack offers an approach to create loyalty for your current product and even more importantly, ensuring a loyal following "two products ahead."
One of the many concepts he expounds upon is "framing." Framing is about packaging ideas to make them more compelling to your target audience. Consistency in communication with your customer is important also.
The author is generous in citing the men who have influenced and inspired him. Mack is an ad-man with a background working for major advertising agencies in the U.S. and draws upon that experience to support and illustrate his points. He offers many website links throughout the text for more information.
Mack has framed his book for the forward-thinking business person who has a valuable product or service now, and who is also excited about the future of his next venture. Mack successfully presents, explains and delivers a process on which a committed business person can model his own prosperity.

Dr. Michael B. Roth has been a holistic chiropractor for 23 years. His goal is to transform the health care system from crisis/reactive care to a wellness model of health. Dr. Roth is a dynamic speaker on health and wellness who can motivate and transform your audience and you to bring your own health and well-being to a new level!
Learn more about Dr. Roth's programs by visiting his websites, [...].

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Customer Rating:
Summary: So helpful
Comment: I know more about marketing having read this book then I could have learned in any number of courses. By the way anyone in the people business can benefit from this insight. Think Two Products Ahead was even better than I expected.

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