The brand innovation manifesto : how to build brands, redefine markets and defy conventions /
Grant, John, 1964-
The brand innovation manifesto : how to build brands, redefine markets and defy conventions / John Grant. - Chichester, England ; Hoboken, NJ : John Wiley & Sons, �2006. - 1 online resource (xvii, 310 pages) : illustrations
Includes bibliographical references (pages 289-293) and index.
Brand Theory Revisited. Challenges to the Old Model of Branding -- A New Theory of Branding -- The Trouble with Trends -- Strategy: Finding a Cultural Logic -- A Typology of Brand Ideas -- A Typology of Brand Ideas. New Traditions -- Belief Systems -- Time -- Herd Instincts -- Connecting -- Luxury -- Provocative -- Control -- Developing Brand Strategies.
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 a.
9781119209324 1119209323 0470029838 9780470029831 1280411090 9781280411090
OverDrive, Inc. http://www.overdrive.com 261D7C47-1937-4708-9452-914A0AE9485B OverDrive, Inc. http://www.overdrive.com
Brand name products--Social aspects.
Brand name products--Psychological aspects.
Branding (Marketing)
Lifestyles--Economic aspects.
Consumer behavior.
Produits de marque--Aspect social.
Produits de marque--Aspect psychologique.
Produits de marque--Commercialisation.
Style de vie--Aspect �economique.
Consommateurs--Comportement.
Strat�egie de marque.
branding.
BUSINESS & ECONOMICS--Advertising & Promotion.
Brand name products--Psychological aspects
Brand name products--Social aspects
Branding (Marketing)
Consumer behavior
Lifestyles--Economic aspects
HD69.B7 / G72 2006eb
658.8/27
The brand innovation manifesto : how to build brands, redefine markets and defy conventions / John Grant. - Chichester, England ; Hoboken, NJ : John Wiley & Sons, �2006. - 1 online resource (xvii, 310 pages) : illustrations
Includes bibliographical references (pages 289-293) and index.
Brand Theory Revisited. Challenges to the Old Model of Branding -- A New Theory of Branding -- The Trouble with Trends -- Strategy: Finding a Cultural Logic -- A Typology of Brand Ideas -- A Typology of Brand Ideas. New Traditions -- Belief Systems -- Time -- Herd Instincts -- Connecting -- Luxury -- Provocative -- Control -- Developing Brand Strategies.
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 a.
9781119209324 1119209323 0470029838 9780470029831 1280411090 9781280411090
OverDrive, Inc. http://www.overdrive.com 261D7C47-1937-4708-9452-914A0AE9485B OverDrive, Inc. http://www.overdrive.com
Brand name products--Social aspects.
Brand name products--Psychological aspects.
Branding (Marketing)
Lifestyles--Economic aspects.
Consumer behavior.
Produits de marque--Aspect social.
Produits de marque--Aspect psychologique.
Produits de marque--Commercialisation.
Style de vie--Aspect �economique.
Consommateurs--Comportement.
Strat�egie de marque.
branding.
BUSINESS & ECONOMICS--Advertising & Promotion.
Brand name products--Psychological aspects
Brand name products--Social aspects
Branding (Marketing)
Consumer behavior
Lifestyles--Economic aspects
HD69.B7 / G72 2006eb
658.8/27