Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea is a book from Bill Schley and Carl Nichols Jr that offers insights into how to create what they call a Dominant Selling Idea (DSI) and build a #1 brand.
According to the two authors a product or service needs to satisfy the 'Five Selling Ingredients' to become a DSI.
- Superlative - is best in class - better than the competition. Promise me something nobody else does.
- Important - offers something that really matters. Something I really want or would be in the market for if I knew about it.
- Believable - offers a logical reason, has credibility.
- Memorable - has an emotional hook that sticks until purchase time. Do you have something not only that I need - but what I want.
- Tangible - offers something real. Customers trust it because they’ve experienced it and it performed as promised. Must perform in a way that’s totally aligned and consistent with all of your claims.
You can download a PDF copy of the Introduction and Chapter One from the DavidID website.
