John T. Grant

Brand Innovation Manifesto

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 328
• Erscheinungstermin: 12. Mai 2006
• Englisch
• Abmessung: 235mm x 157mm x 22mm
• Gewicht: 615g
• ISBN-13: 9780470027516
• ISBN-10: 0470027517
• Artikelnr.: 20849626

Autorenporträt

John Grant co-founded the groundbreaking London advertising agency St Luke's, and is now a marketing consultant with clients including IKEA, the Ministry of Sound, Diageo and Coca Cola. He is the author of The New Marketing Manifesto (Orion) which was selected as one of the top 10 business books of 1999 by Amazon, and of After Image (Profile), an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.

Inhaltsangabe

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.

Rezensionen

"...a great addition to brand consumer communication methodology..." (Brand Strategy, June 2006)

"...read it..." (Admap, July 2006)

"...revolutionary..." (The Marketer, October 2006)