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.