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The Brand Innovation Manifesto - John Grant
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John Grant:

The Brand Innovation Manifesto - First edition

2006, ISBN: 9780470029831

How to Build Brands, Redefine Markets and Defy Conventions, eBooks, eBook Download (PDF), 1. Auflage, The days of the image brands are over, and 'newmarketing' has gone mainstream. The wo… More...

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The Brand Innovation Manifesto : How to Build Brands, Redefine Markets and Defy Conventions - Paul Chadwick
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The Brand Innovation Manifesto : How to Build Brands, Redefine Markets and Defy Conventions - new book

ISBN: 9780470029831

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 in… More...

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The Brand Innovation Manifesto : How to Build Brands, Redefine Markets and Defy Conventions - John Grant
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£ 26.34
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John Grant:
The Brand Innovation Manifesto : How to Build Brands, Redefine Markets and Defy Conventions - new book

ISBN: 9780470029831

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 in… More...

No. 9780470029831. Shipping costs:Instock, Despatched same working day before 3pm, zzgl. Versandkosten., plus shipping costs
4
The Brand Innovation Manifesto - John Grant
Order
at lehmanns.de
€ 31.99
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OrderSponsored link
John Grant:
The Brand Innovation Manifesto - First edition

2006, ISBN: 9780470029831

How to Build Brands, Redefine Markets and Defy Conventions, eBooks, eBook Download (PDF), Auflage, [PU: Wiley], [ED: 1], Wiley, 2006

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5
Brand Innovation Manifesto - John Grant
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John Grant:
Brand Innovation Manifesto - First edition

2006, ISBN: 9780470029831

eBooks, eBook Download (PDF), 1. Auflage, [PU: Wiley], Wiley, 2006

Shipping costs:Download sofort lieferbar. (EUR 13.95)

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Details of the book - The Brand Innovation Manifesto


EAN (ISBN-13): 9780470029831
ISBN (ISBN-10): 0470029838
Publishing year: 2006
Publisher: John Wiley & Sons
328 Pages
Language: eng/Englisch

Book in our database since 2007-02-07T11:35:51-05:00 (New York)
Detail page last modified on 2023-10-29T11:05:27-04:00 (New York)
ISBN/EAN: 0470029838

ISBN - alternate spelling:
0-470-02983-8, 978-0-470-02983-1
Alternate spelling and related search-keywords:
Book author: grant john, chadwick
Book title: manifesto, brand, conventions, innovation


Information from Publisher

Author: John Grant
Title: Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions
Publisher: Wiley; John Wiley & Sons
328 Pages
Publishing year: 2006-03-30
Language: English
33,99 € (DE)

EA; E107; E-Book; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Business & Management; Marketing; Strategic Marketing; Strategisches Marketing; Wirtschaft u. Management; Strategisches Marketing; BB

Acknowledgements. Introduction. SECTION I: BRAND THEORY REVISITED. 1 Challenges to the Old Model of Branding. 1.1 From Ad Idea to Media-Neutral Idea. 1.2 The Old School. 1.3 Protestant vs Catholic: The Battle for Brand Theory. Summary of Chapter 1. 2 A New Theory of Branding. 2.1 What Is a Brand? 2.2 Brand as Strategic Cultural Idea. 2.3 Brand as a Cluster of Cultural Ideas. 2.4 The Brand Innovation Imperative. 2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps andProperties. 2.6 The Equivalence of Brand Creation and BrandCommunication. 2.7 A Shift from Targeting an Audience to Adoption. 2.8 Establishing New Lifestyles. Summary of Chapter 2. 3 The Trouble with Trends. 3.1 The Difference between Cultural Trends and STEPs. 3.2 Real Trends. 3.3 Made-up Trends. Summary of Chapter 3. 4 Strategy: Finding a Cultural Logic. 4.1 Problem Finding. 4.2 Finding a Third Way. 4.3 A Bigger Context or Market. 4.4 Outside-In Thinking. 4.5 Brand Archaeology. 4.6 Brand Renaissance. 4.7 What Is the Other Side of the Story? 4.8 Strategy as Scripting. 4.9 What Is Lacking? 4.10 The Cultural RNA. 4.11 What Are We Here to Do? 4.12 Busting the Tradeoff in Your Market. 4.13 Model a Distant Parallel. 4.14 Information Saturation. 4.15 Deconstruction, Reconstruction. 4.16 Demolish the "Ad in Your Head". 4.17 Rekindle Your Curiosity. 4.18 Bringing the Strategy to a Point of Focus. Summary of Chapter 4. SECTION II: A TYPOLOGY OF BRAND IDEAS. Building Your Molecule: 32 Brand Elements. Chapter Strcture. A Periodic Table for Brand Ideas. 1 New Traditions. 1A Habit Ideas. 1B Spectacular Ideas. 1C Leadership Ideas. 1D Organisation Ideas. 2 Belief Systems. 2A Cognitive Ideas. 2B Appreciation Ideas. 2C Faith Ideas. 2D Atlas Ideas. 3 Time. 3A Regressive Ideas. 3B Now Ideas. 3C Nostalgia Ideas. 3D Calendar Ideas. 4 Herd Instincts. 4A Initiation Ideas. 4B Crowd Ideas. 4C Clan Ideas. 4D Craze Ideas. 5 Connecting. 5A Co-authored Ideas. 5B Socialising Ideas. 5C Cooperative Ideas. 5D Localised Ideas. 6 Luxury. 6A Concierge Ideas. 6B Plenty Ideas. 6C Exclusive Ideas. 6D Exotic Ideas. 7 Provocative. 7A Erotic Ideas. 7B Cathartic Ideas. 7C Scandal Ideas. 7D Radical Ideas. 8 Control. 8A Personalised Ideas. 8B In-Control Ideas. 8C Competition Ideas. 8D Grading Ideas. SECTION III: DEVELOPING BRAND STRATEGIES. Developing New Brand Ideas in Practice. Organised Chaos vs Corporate Constipation. Using the 32 Cultural Ideas: Reframing. Example: Let's Kill Lynx. Logical Conclusions. References. Index.

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