Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity

by Laura Brown and Bernd H. Schmitt

Book Overview

Two marketing and communications experts present a cutting-edge model for managing group creativity, expanding on the ideas introduced in Bernd Schmitt's revolutionary Experiential Marketing. Bernd... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0743202600
• ISBN13: 9780743202602
• Release Date: July 2001
• Publisher: Free Press
• Length: 206 Pages
• Weight: 0.22 lbs.
• Dimensions: 0.7" x 6.4" x 9.6"

Customer Reviews

Wake-Up Call for Traditional Marketing Literature

Finally somebody tearing down the "dusty" rules and old-fashioned formats of how to write a marketing book. This book is not only creative, well thought-out, and informative it is especially fun to read. An absolute must-read!

Build Your Own Garage

Very good book! The tools have practical application for managing my business, and the parables were a real value added. Good chapters on technology, branding and customer experience management, and how these can work in a creative "garage".

Sparking Corporate Creativity

Having read Schmitt's books on marketing, I was very interested to see him branching out into the field of corporate creativity. "Build Your Own Garage" is a really interesting, quirky book that sparks the imagination and also offers practical, concrete tools that managers can use.I believe that "Build Your Own Garage" is the first business book on creativity that really expresses the complexity of the creative process. Encouraging and managing creativity in a large organization is not a simple job. Schmitt and Brown approach the topic from different angles--analyzing the role of creativity in business organizations, detailing real-world examples of creative initiatives, and also offering creative "business parables" to show different facets of creativity in the workplace. (Look especially for the vampire story about "the Corporate Undead"!)For all its quirkiness, "Build Your Own Garage" deals with corporate creativity in a down-to-earth way. This is not a giddy, dot-com, anything-goes approach to creativity. The book fully acknowledges the importance of business fundamentals and proposes a variety of realistic techniques to improve performance through creativity. Not surprisingly given Schmitt's background, the chapter on Branding is particularly strong."Build Your Own Garage" is a quick and enjoyable read that offers some useful insights into corporate creativity. I highly recommend it.

Build Your Own Garage

Another brilliant book fom Bernd Schmitt (the man behind "Experiential Marketing"). Very creative, great ideas about managing and adding creativity to yr organization. I loved the website too --buildyourowngarage.com. Very creative, hand-drawn design!

Excellent!

I found this book very fun, and very practical (an unusual combination!). The authors show how to make even an established legacy business more creative and dynamic. The book is timely, and applicable to the real-world, „post-interntet-boom era ˆ managers still need to bolster their bottom line with innovation. I‚ve ordered copies for all my line managers.