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The brand innovation manifesto : how to build brands, redefine markets and defy conventions / John Grant.

By: Material type: TextPublication details: Chichester, England ; Hoboken, NJ : John Wiley & Sons, �2006.Description: 1 online resource (xvii, 310 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119209324
  • 1119209323
  • 0470029838
  • 9780470029831
  • 1280411090
  • 9781280411090
Subject(s): Additional physical formats: Print version:: Brand innovation manifesto.DDC classification:
  • 658.8/27 22
LOC classification:
  • HD69.B7 G72 2006eb
Other classification:
  • QP 624
Online resources:
Contents:
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.
Summary: 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.
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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.

Print version record.

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.

John Wiley and Sons Wiley Online Library: Complete oBooks

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