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All of the Other Marketing Books Are Crap


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About the Author

Denise Kohnke has been responsible for brand development for more than 100 organizations in 25+ years in advertising and marketing. She combines business strategy, the principles of persuasion and belief in the creative process to give clients and creative people the confidence to do category-defining work. A former agency president, client-side marketing director and EVP of Strategy + New Business Development at respected 200+ person agency, she's seen how great work can redefine business and redirect consumer behavior. She's won an international Jay Chiat Strategy Award, a North American Effie and a Silver Pencil for copywriting from the One Show, plus been involved with numerous Best of Shows. She's worked on brands including Kleenex, Cottonelle, the Milwaukee Brewers, HBO, Steelcase, Lung Cancer Alliance, Global Healthcare Exchange, the YMCA of the USA, Ethan Allen, Diamond Nexus and dozens of others. WORDS FROM DENISE: "If it's great, it's because the buyer was brave. Ideas are easy. Executing is hard. What's on the page matters. Art is not a competition. Speed gives you luxury to slow down at some point for what will actually make a difference. Experience means you know what that is. Comedy should be more than funny. Collaboration is bad when it lowers the bar. Find ways to say yes. Everybody should have a voice, but leaders need to lead. Crazy is contagious, like a yawn. You can make anybody believe whatever you want by tricking them with principles of psychology. Fresh is a gift. No one is entitled to anything. There is no substitute for work. Chase the story. Be the ball."

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