"Like the legendary David Ogilvy, Aubrey Malden is a writer and a teacher. They both observe, judge, learn and share, and they keep asking how others came up with advertising and communication ideas, how they evaluated ideas and how they applied ideas for a range of brands in a range of media. Both have the ability, to, “share the secrets of the industry.”. I would like to add: ‘And do it with pride’.
"Through his journey through the advertising and brand world, both national and international, Aubrey has gathered many awards and wisdom and practical examples of what works and what doesn’t. You cannot write a book like this when you are young. You must have lived through many situations, have experienced what worked well and what failed. Especially you must have felt the pain of failure. And the elation of success.
"The book is mandatory reading for management, infact anyone who manages Brands. The content of this book, which you will read with pleasure, within two nights, will make you money. No kidding.
"This professional book is a must to read for everybody who is responsible for the Brand(s) of his or her company or organisation. Not only will you become a better professional, but you will make money too."
Wim van Melick
Ex Member of the OgilvyOne Worldwide Board
Currently Director of Training & Development at Ogilvy
By the author, Aubrey Malden
"When I started out in the advertising and marketing industry I was amazed at the secrecy of my colleagues. I would ask them how they came up with ideas. How they evaluated them. How they sold them to our clients. Some shut their doors literally, so I couldn’t take a peak.
"I was also amazed how much bullshit seemed to surround the industry. When it was really a lot of common sense. A touch of logic with a sprinkling of magic.
"In writing this book I was told by some in our industry, another book on brands, and advertising and marketing techniques, was like another grain of sand on the beach. No one would want it. See it. Or read it. There were truck loads of books about advertising and marketing. And, off course, they were right. I rewound what I had read, seen, or attempted to read over the years. Big books. Some with tables, graphs, plans, check lists, processes, procedures, more checklists, and fancy techniques. In one book, laying dormant in our bookshelf at home, there are 101 charts and tables in a book of 198 pages. There were the prosaic titles too. Alchemy and processes, even suns, moons and drawings of the planets (I kid you not) that Merlin would be proud of, and that agencies and researchers could charge clients a lot of dosh for interpreting them as well.
"I hope this is not such a book. It should be an easy, practical read. I hope it will save you, the reader, a lot of dosh and make a lot of money for you too.
"I hope it will stop you being ripped off by those black art gurus and I hope it will stop you ripping yourself, or your company off, through bad judgment, subjective opinion, or peer pressure.
"The advice comes from my heart and head. From my observations and real experiences. Experiences that have made large amounts of money for my clients, and some experiences where, through failure, I have learnt, the hard way, and been fortunate enough that the client has forgiven me!
"May you avoid learning the hard way. And may you avoid those brand gurus who pedal their costly and vacuous wares."
The book has some very practical tools and checklists, but above all it has many examples, some of which are Aubrey’s own work and other work and case-histories he has observed. There are some 150 tips and 33 case-histories, and of those case-histories 19 are about mediums other than costly advertising.
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