The Brand Innovation Manifesto (ePub)
How to Build Brands, Redefine Markets and Defy Conventions
(Sprache: Englisch)
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...
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...
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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.
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.
Autoren-Porträt von John Grant
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.
Bibliographische Angaben
- Autor: John Grant
- 2011, 1. Auflage, 328 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1119995035
- ISBN-13: 9781119995036
- Erscheinungsdatum: 01.01.2011
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 2.97 MB
- Mit Kopierschutz
Sprache:
Englisch
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