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Bill Schley's Page
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Profile Information
- Title
- President, Chief Creative Officer
- Company
- David ID
- Company Summary
- Brand development firm in Connecticut with Fortune 500 Clients. Famous for creating the Dominant Selling Idea for our clients.
- Company URL
- http://www.davidid.com
- http://twitter.com/BillSchley
- Facebook or other
- http://www.billschley.typepad.com/
- BIO
- Bill is author of The Micro-Script Rules: How ideas break through in the hyper connected world, co-author of the award-winning Why Johnny Can’t Brand: Rediscovering the lost art of the big idea (Penguin Hardcover), and a frequent industry speaker and radio guest. He was a founder and Chief Brand Officer at two successful start-ups that became industry leading brands before sale to a public company. He began as a writer at Ted Bates, the legendary New York Ad Agency where he won the National Effie Award for sales-effective advertising. He later took time out to write a screenplay for 20th Century Fox and has written another best selling book, Power-of-10, published by HarperCollins. He is a graduate of Harvard University, a trans-Atlantic sailor and avid skydiver.
Forum
The Resurrection of Advertising
It seems like every few weeks I see a new article proclaiming the death of advertising. With all due respect, give me a break. For better or worse, society is becoming even more consumerist, not less. The fundamental need of companies to share information about their products, brands, and services is getting even more important. The desire to build profitable brands and influence consumers to like and buy things is as fundamental a part of business now as ever. Ergo - the need for skilled…Continue
Tags: change, innovation, agency, agencies, advertising
Started by Michael B. Moore May 22.
A Twinkies Turnaround
It's a marketers dream to have the chance to remake a classic. I've often romantically pondered resuscitating fallen brand powerhouses, re-igniting dormant consumer equity to create new found financial gains. There's just something about looking at a fallen great brand and thinking that you could do better. I'm guessing I'm not the only marketer to do that! The lure of the challenge…Continue
Tags: turnaround, twinkies, brandstrategy, strategy, marketing
Started by Michael B. Moore Jan 13.
The Nivea Ad or 'The Rise and Fall of Cultural Differences in Advertising'
In advertising, companies are obviously wholly responsible for everything that emanates from them - their products, their customer support experience, to some degree their retail context, and of course their advertising. Since every consumer touch point is both precious and contributes to the over-all brand experience, marketers must be sure that each interaction is as strategic as possible. Not only should every advertising dollar be positioned to create the greatest economic benefit,…Continue
Tags: american, african, nivea, advertising, culture
Started by Michael B. Moore Aug 19, 2011.
The True Passion of Basketball 1 Reply
I've played a lot of basketball. It's a sport I grew up with and "play" to this day. I'm also a fan of all levels of the sport: from watching my 5 year old, to the NBA. One of the things that I've always lamented about the highest level of basketball is that it is VERY rare to find it in what I consider to be its most nascent and core form - outside and on the street. I don't know about you, but I didn't grow up playing hoops in a huge stadium or even a gym. I grew up playing it outside -…Continue
Started by Michael B. Moore. Last reply by Larry Taman Aug 3, 2011.
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Comment Wall (1 comment)
Interestingly - one of my favorite books/videos growing up was something by a similar name as one of your books: Powers of Ten.
Michael
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