Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

From Publishers Weekly
In a vivid look at some of the most creative and successful ad campaigns of the last 25 years, the founders of Fallon Worldwide chronicle the ways that "creative leverage"-the "daily practice of making creativity actionable and accountable for changing consumer behavior"-to bear in high-stakes, enterprise-critical situations. In doing so themselves, Fallon and Senn have helped clients capture markets, redefine consumer perceptions, and recover from disaster-all while generating enormous revenue. Citibank's "life is more than just money" aphorisms, United Airlines' animated vignettes, Holiday Inn's campy one liner, and Lee Jean's ironic hipster mascot, Buddy, demonstrate how fearless commitment to the creative approach finds the market sweet spot others missed. Each chapter treats a single campaign in depth, building as it progresses toward a complete working definition of creative leverage. The self-promotion of the introduction may put some readers off, but it is short-lived; the rest of the book drops the bragging and allows the campaigns to speak for themselves. Specialists in marketing and advertising will find the book appealing, and professionals of all stripes should find it useful. But general readers interested in going behind the scenes of these memorable campaigns-or of ad work in general-will find much to enjoy here.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

The New York Times, July 2, 2006
"The best [of new books on creativity]...There are many good things about this book...engaging...solid."

BusinessWeek, July 5, 2006
"For people in the ad business and marketing a brand, it's a very worthwhile read."

The Miami Herald, by Richard Pachter, August 7, 2006
"...gently entertaining and offers some examples of fine work, but I was equally impressed by Fallon's integrity, too."

The Boston Globe
Let people know how smart you are...Then add that you read Juicing the Orange.

Advertising Age, by Randall Rothenberg, August 6, 2006
"…a newly mature approach to advertising...passionately committed to the primacy of the idea,...coolly analytical and fiercely results-driven."

Houston Chronicle
In Juicing the Orange, Pat Fallon and Fred Senn offer insight leveraging the elusive quality of creativity in measurable ways.

Chicago Tribune
...they show how to leverage brand and image across categories. The result: More juice from the orange.

The Boston Globe, November 12, 2006
"...the authors are candid...and show us the practicalities of assembling a brilliant ad campaign."

Product Description
Too many companies think creativity means throwing money into marketing efforts and giving lip service to "out of the box" thinking. But such efforts rarely have a positive impact on the bottom line. Pat Fallon and Fred Senn argue that leaders have more creativity within their organizations than they realize--but they inadvertently stifle it or channel it in ineffective ways. Juicing the Orange outlines a disciplined approach to building creativity actively into the organizational culture and leveraging that creativity into campaigns that deliver measurable results. Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution. Behind-the-scenes stories of successful and failed campaigns for companies in diverse industries reveal the core secrets of training for creativity: develop a proprietary brand emotion, offer big ideas without a big budget, and get customers to seek out your message. Illustrating the link between creativity and profits, Juicing the Orange helps industry players measure their success at the cash register.

About the Author
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.