Long-Time SC Johnson Employee, Antonio H. Adad, Publishes Handbook for Effective Brand Positioning and Advertising

Antonio H. Adad had been with the multinational company S.C. Johnson & Son (SCJ) for three-plus decades. During his whole career with the manufacturer of household cleaning supplies and other consumer chemicals, the work felt fresh to him due in part to the fact that he did not hold the same job for thirty-plus years. This alone set him up with plenty of insight in writing a marketing and advertising handbook titled: “How to Build a Winning Brand: A Handbook on Developing Brand Positioning That Works and Advertising That Sells and Avoiding the Pitfalls of Line Extensions.”
 
The author first entered the company as a salesman for the Philippine subsidiary in 1959, got promoted to manufacturing supervisor and general manager, and then retired as area director for Asia-Pacific after some 36 years with SCJ. It is not his entire career with only one company that is remarkable but what he did when he retired: he set up his own consultancy to help Asian companies achieve their business objectives by sharpening their strategic planning and marketing and advertising strategies.
 
Adad imparts his wealth of experience and expertise in brand management in “How to Build a Winning Brand.” Through his book, the author discusses the basic principles of brand positioning and addresses the issues between marketing companies and advertising agencies. He helps businesses position their line and brand extensions effectively in world markets and craft effective strategies.
 
“How to Build a Winning Brand” is a treasure trove of wisdom and experience that new businesses can tap into stand out from the competition and offer exceptional products and services to their customers.
 
This marketing and advertising handbook will be displayed in the upcoming 2018 BookExpo New Title Showcase on May 30 to June 2 at the Javits Center, New York.
 
Copies are available at Christian Faith Publishing and Amazon.
 
How to Build a Winning Brand: A Handbook on Developing Brand Positioning That Works and Advertising That Sells and Avoiding the Pitfalls of Line Extensions
Written by Antonio H. Adad
Published by Christian Faith Publishing, Inc.
Published date: February 7, 2018
Paperback price: $11.95
 
About the Author
 
After obtaining his BS in Chemical Engineering from the De La Salle University in Manila, Philippines, Antonio H. Adad, or “Tito” to close friends and family, went to work as a salesman for the Philippine subsidiary of S.C. Johnson & Son (SCJ) in 1959. Over the course of his 36-year career with SCJ, he was promoted to manufacturing supervisor for various product lines, general manager of the Indonesian subsidiary, general manager for the larger Philippine subsidiary, and area director for seven Asia-Pacific countries for the consumer and industrial/professional divisions. Following his retirement from SCJ, Tito became an independent consultant and set up a private consulting firm dedicated to helping Asian companies achieve their business objectives by sharpening marketing strategies, specifically brand positioning statements and advertising campaigns.
 
 

Contact Information

David Quinn

Fulfillment Supervisor

ReadersMagnet

(1) 1-800-805-0762

Contact via E-mail