Juicing the Orange
Author: Pat Fallon and Fred Senn
Summary
'How to Turn Creativity into A Powerful Competitive Advantage' 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 twenty-five years of acclaimed, award-winning work, Pat Fallon and Fred Senn share behind-the-scenes stories of successful and failed campaigns and 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. Juicing the Orange outlines a disciplined approach to actively building creativity into the organisational culture, and using that creativity to deliver measurable results.
