This complete summary of the ideas from Bob Schmetterer's book "Leap" explains the author's compelling revolutionary idea: instead of hiring an ad agency for your product, use the agency at the beginning of the process to develop a big Creative Business Idea (CBI) around which the company's strategy will be based. The very best CBIs don’t simply communicate what a brand stands for, but define it. This summary includes concrete examples to illustrate the benefits of using the author's strategy and how you can implement it.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "Leap" and discover the key to coming up with business ideas that define your brand and speak for themselves.
REF : 9782511017906