The Brand Innovation Manifesto
| Autor: | John Grant |
|---|---|
| EAN: | 9780470029831 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 30.03.2006 |
| Untertitel: | How to Build Brands, Redefine Markets and Defy Conventions |
| Kategorie: | |
| Schlagworte: | theory; section; old model; ad idea; old school; battle; protestant vs; brand; new; cultural; cluster; imperative; creation; equivalence; shift; audience; establishing |
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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.
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.
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