Leap! A Revolution in Creative Business Strategy
Publisher: Wiley
Published: January 3, 2003
Language: eng
Number of pages: 256
ISBN-13: 9780471229179
First sentence: "Ideas are only the beginning," adults like to tell precocious youngsters.
Description: "In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand - they define it.

Schmetterer argues that the true challenge for advertisers is to help clients apply creative thinking to their core business strategies before they launch a branding blitz."--BOOK JACKET.