Andreas Buchholz (born in 1963) and Wolfram Wördemann (born in 1965) started their business career at Procter & Gamble, marketing Vicks, Pampers etc. In 1994, Buchholz & Wördemann founded their own advertising agency which, in 1999, merged with White Lion International (Krefeld, Germany), Europe's leading discount agency. Their mission, is to deliver more marketing effectiveness at rates up to 50% more competitive vs. traditional agencies. Today, Buchholz & Wördemann are on the board of White Lion, work as consultants to international corporations and hold seminars and workshops on their new blw method. If you want to get in touch. www.white-lion.de or call + 49 (0) 6172 66 40 50

• Acknowledgements xiSomething New xiiiOverview xv1 The Road to a New Method 1The Marketing Meltdown 1The Inkling of an Idea 3Detective Work 5Uncovering Growth Codes 7The blw Method 9The Big Opportunity 13Summary 152 Portal 1: Benefits & Promises 171 Addressing Life Interests 212 Pinpointing a Threat 263 Adopting a Spirit 314 Finding the Magic 355 Making a Mind-Movie 39Summary 433 Portal 2: Norms & Values 451 Eliminating Guilt 512 Challenging Pride 553 Exposing Inconsistences 604 Overturning Taboos 63Summary 674 Portal 3: Perceptions & Programs 691 Marking Your Territory 762 Cutting into Another Market 843 Redefining your League 884 Inverting a Negative 945 Resetting Routines 98Summary 1025 Portal 4: Identity & Self-Expression 1031 Demonstrating Character 1112 Advocating an Ideology 1183 Attesting Kinship 1234 Creating a Hero 1275 Expressing Personal Messages 132Summary 1356 Portal 5: Emotions & Love 1371 Being a Friend 1422 Tapping into Emotions 1443 Nurturing a Yearning 1494 Arousing Empathy 155Summary 1587 Working with Growth Codes 159Case Study: Siemens S4 Power Mobile Phone 164Case Study: Siemans S6 Mobile Phone 167Case Study: Siemans S10 Mobile Phone 170Test Case: A Cold Relief Bubble Bath 172Test Case: A Radio Station 176Test Case: A Lip Balm 182Summary 1848 Taking Growth codes into the Internet Age 187Bibliography 199Index 217