The Brand Innovation Manifesto

How to Build Brands, Redefine Markets and Defy Conventions

John Grant

328 pages, parution le 25/04/2006

Ajouter à une liste

Indisponible

Résumé

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.

Sommaire

Section I: brand theory revisited
- Challenges to the Old Model of Branding
- A New Theory of Branding
- The Trouble with Trends
- Strategy: Finding a Cultural Logic
Section II: A Typology Of Brand Ideas
- New Traditions
- Belief Systems
- Time
- Herd Instincts
- Connecting
- Luxury
- Provocative
- Control
Section III: Developing Brand Strategies
- Developing New Brand Ideas in Practice

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	John Grant
Parution	25/04/2006
Nb. de pages	328
Format	16 x 23,5
Couverture	Relié
Poids	605g
Intérieur	Noir et Blanc
EAN13	9780470027516
ISBN13	978-0-470-02751-6