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Brand Innovation Manifesto

How to Build Brands, Redefine Markets and Defy Conventions

Wiley, J,
E-Book ( PDF mit Adobe DRM )
In Ihrem Land nicht verfügbar


The days of the image brands are over, and 'newmarketing' has gone mainstream. The world's biggestcompanies are pursuing a post-advertising strategy, moving awayfrom advertising and investing in leading edge alternatives. In thevanguard of the revolution has been John Grant, co-founder of thelegendary agency St. Luke's and author of The NewMarketing Manifesto, whose radical thinking has informed ageneration.
Now Grant is set to stun the industry again. In The BrandInnovation Manifesto, he redefines the nature of brands,showing why old models and scales no longer work and revealing thatthe key to success today is impacting people's lifestyles(think Starbucks, iPod and eBay). At the heart of the book is theconcept of the 'brand molecule' to which new culturalideas can be constantly added to keep pace with change. Cataloguing32 classes of idea, Grant presents a practical approach to mixingand matching them within your own market to develop new brand ideas- and new ideas for existing brands.


Titel: Brand Innovation Manifesto
Autoren/Herausgeber: John Grant
Ausgabe: 1. Auflage

ISBN/EAN: 9780470029831

Seitenzahl: 328
Produktform: E-Book
Sprache: Englisch

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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