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Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea. 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. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz. Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. It's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-enabling it to move beyond self-imposed boundaries and expand the limits of its reach. With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businesses-and perhaps their industries. It's time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation. BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!

Leap

Bob Schmetterer

A Double Scotch tells the intertwined success stories of Chivas Regal and The Glenlivet-two Scotch whisky brands recognized the world-over for their unparalleled quality. Founded by Scottish grocers from Aberdeen, Chivas Regal stands as the world's most popular prestige blended Scotch. First distilled by a pistol-packing Highlander, The Glenlivet is today the top-selling single-malt Scotch in America. F. Paul Pacult explores these two iconic spirits and tells the remarkable story of the two families who endured numerous hardships to build their brands. A business book that goes down easy, A Double Scotch tells the story of the world's favorite whiskies, and the story of the nation and families that made them so.

Double Scotch

F. Paul Pacult

Bipolar Disorder affects many more people than just the 2.5 million Americans who suffer from the disease. Like depression and other serious illnesses, bipolar disorder also affects spouses, partners, family members, friends and coworkers. And, according to the Child and Adolescent Bipolar Foundation, 15% of children diagnosed with ADHD may actually be suffering from early-onset of Bipolar Disorder. Bipolar Disorder For Dummies reveals some of the causes and consequences of bipolar disorder, let you in on some crisis survival strategies, and describe ways that friends and family members can support loved ones who have the disease. The book includes an overview of the causes and symptoms of bipolar disorder, explains step-by-step how to obtain an accurate diagnosis, discusses the medications available, and tells what you can and can't do to help someone with the disease. You'll learn: <ul> <li>The different categories and potential causes of bipolar disorder</li> <li>How to select the right mental health specialist</li> <li>Managing employment-related issues brought on because of the disorder</li> <li>How bipolar disorder affects children</li> <li>Advocating for yourself or a loved one</li> <li>Planning ahead for manic and depressive episodes</li> <li>Selecting the best medications for you-including alternative "natural" treatments</li> <li>How to survive an immediate crisis situation</li> <li>Identifying triggers and mapping your moods</li> </ul> Complete with fill-in-the-blanks forms and charts, key web site and email addresses, and first-hand accounts from real people, Bipolar Disorder For Dummies gives you the latest information and self-help strategies you and your loved ones need to help everyone affected feel a whole lot better.

Bipolar Disorder For Dummies

Candida Fink

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