TY  - BOOK
AU  - Grant,John
TI  - The brand innovation manifesto: how to build brands, redefine markets and defy conventions 
SN  - 9781119209324
AV  - HD69.B7 G72 2006eb
U1  - 658.8/27 22
PY  - 2006///
CY  - Chichester, England, Hoboken, NJ
PB  - John Wiley & Sons
KW  - Brand name products
KW  - Social aspects
KW  - Psychological aspects
KW  - Branding (Marketing)
KW  - Lifestyles
KW  - Economic aspects
KW  - Consumer behavior
KW  - Produits de marque
KW  - Aspect social
KW  - Aspect psychologique
KW  - Commercialisation
KW  - Style de vie
KW  - Aspect �economique
KW  - Consommateurs
KW  - Comportement
KW  - Strat�egie de marque
KW  - branding
KW  - aat
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
N1  - 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
N2  - 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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209324
ER  -