What's the big idea?: how to win with outrageous ideas (that sell!)

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Doubleday Currency, Sep 1, 1991 - Business & Economics - 288 pages
Legendary adman George Lois overturns the mild-mannered rules of the hallowed "David Ogilvy method" in this book, sure to fascinate anyone in business, marketing, or communications searching for the big impact of "the big idea". "A genius of mass communications".--New York Times.

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WHAT'S THE BIG IDEA?: How to Win With Outrageous Ideas (That Sell!)

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Famous adman Lois (George, Be Careful, 1972, also coauthored with Pitts), currently head honcho of the Lois/GGK agency, hawks his wares with all the insistence of a rock star bawling, ``I want my MTV ... Read full review

Contents

A Thoughtful Definition of Our Subject
3
Dont Take the Big Idea for Granted
17
The Pricking of Positioning
33
Copyright

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About the author (1991)

George Lois, a native New Yorker, joined Doyle Dane Bernbach as an art director in 1958 and started his first agency in 1960. He is the recipient of an AIGA Gold Medal, among other honours, and the author of two books on advertising. He continues to consult for major corporations.

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