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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing Brand Innovation Manifesto. How to Build Brands, Redefine Markets and Defy Conventions
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Brand Innovation Manifesto. How to Build Brands, Redefine Markets and Defy Conventions
John Grant (Gebundene Ausgabe, Englisch)
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Beschreibung
The days of the image brands are over, and 'new marketing' has gone mainstream. The world's biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke's and author of The New Marketing Manifesto, whose radical thinking has… informed a generation.
Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people's lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the 'brand molecule' to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Bis zu 50 % günstiger als neu
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Technische Daten
Sprache
Englisch
EAN
9780470027516, 9780470027516
Herausgeber
John Wiley & Sons
Autor
John Grant
Seitenanzahl
330
Auflage
1
Einbandart
Gebundene Ausgabe
Inhaltsverzeichnis
Introduction.
SECTION I: BRAND THEORY REVISITED.
1 Challenges to the Old Model of Branding.
2 A New Theory of Branding.
3 The Trouble with Trends.
4 Strategy: Finding a Cultural Logic.
SECTION II: A TYPOLOGY OF BRAND IDEAS.
Building Your Molecule: 32 Brand Elements.
Chapter Strcture.
A Periodic Table for Brand Ideas.
1 New Traditions.
2 Belief Systems.
3 Time.
5 Connecting.
6 Luxury.
7 Provocative.
8 Control.
SECTION III: DEVELOPING BRAND STRATEGIES.
Developing New Brand Ideas in Practice.
Organised Chaos vs Corporate Constipation.
Using the 32 Cultural Ideas: Reframing.
Example: Let's Kill Lynx.
Logical Conclusions.
References.
Index.
Höhe
229 mm
Breite
15.2 cm
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