Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions (Hardback)
$34.01 - Save $8.04 19% off - RRP $42.05 Free delivery worldwide (to United States and
all these other countries) Usually dispatched within 24 hours | |Short Description for Brand Innovation Manifesto 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.
Full description- Publisher: John Wiley & Sons Ltd
- Published: 23 May 2006
- Format: Hardback 328 pages
- See: Full bibliographic data
- Categories: Business & Management | Sales & Marketing | Market Research
- ISBN 13: 9780470027516 ISBN 10: 0470027517
- Sales rank: 243,478
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Full description for Brand Innovation Manifesto
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 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.
