| Brand Innovation Manifesto Contributor(s): Grant, John (Author) |
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ISBN: 0470027517 ISBN-13: 9780470027516 Publisher: Wiley OUR PRICE: $61.75 Product Type: Hardcover - Other Formats Published: May 2006 Annotation: 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. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.827 |
| LCCN: 2006005380 |
| Physical Information: 0.94" H x 6.32" W x 9" (1.34 lbs) 328 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |