It's a scientific fact: In branding, there's such a thing as pure protein and empty-caloried junk, right there for you to choose. And the consequences are huge--because just like people - trim, stand-out brands have a terrific advantage in life, especially in a world with 155 kinds of shampoo. So why do so many good companies get it wrong, or worse, never even try?

Bill Schley and Carl Nichols spent 25 years building successful brands and finding out why most companies fail to differentiate themselves at all - handing what some call an "unfair" advantage to the few who do. But is it really unfair to use big ideas like "Just Do It," "Melts in Your Mouth, Not in Your Hand" and the "Ultimate Driving Machine," to win against the me-too competition? The answer:

Ab-so-lutely!

Why Johnny Can't Brand blows past superficial "creative" band-aids to the one big idea that will set you apart - your Dominant Selling Idea. It's the revolutionary 8-week plan to whip your brand into shape, using the secrets of all #1 brands.

In the often funny, page turning style of former Madison Avenue communicators who grew up with 30 seconds at a time to tell a whole story, you'll discover:

• Positioning that will turn your brand asset from fool's gold to real gold
• Why branding is the opposite of what you think
• Why Harvard and Stanford MBA's are the last to get it (but fear not - they can learn this, too)
• Is this the BIG idea? How to find it, know it and keep it... and much more.

"This provocative yet practical book organizes some often overlooked brand fundamentals into dozens of punchy guidelines that promise a road to brand strength. My favorite is the eight ways to become number one in a subspecialty."
- David A. Aaker
Vice Chairman, Prophet: Author, Brand Portfolio Strategy
Professor Emeritus of Marketing Strategy at the Haas School of Business,
University of California, Berkeley
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"Back to basics! Schley and Nichols have taken the Unique Selling Proposition and polished it, refined it and brought it up to date for today's marketers. Great job."
- Al Ries
Co-author of the classic, Positioning: The Battle for Your Mind and The Origin of Brands
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"This book is destined to become the new bible of Branding. It's refreshing truthful, direct and on target. It should be required reading for every business owner, executive and individual involved in the advertising and branding process. Hats off to Schley and Nichols."
- Jason Jennings
Author, Think Big, Act Small
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"This is the marketing book I'm keeping on my desk. Think of it as Kotler and Porter for the 21st Century... with a sense of humor." - Don Apruzzese
Head of Consumer Marketing, AstraZeneca
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"The insights found in Schley and Nichol's book gave us Return on Risk™, a genuinely big idea in our category that boosted our employee's confidence and energized our sales -- and it's actually fun to read."
- Corbette Doyle
Executive Vice President, Aon