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John Grant:

The Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions - Paperback

2006, ISBN: 0470027517

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2006, ISBN: 9780470027516

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Wiley, Gebundene Ausgabe, Auflage: 1. 328 Seiten, Publiziert: 2006-03-31T00:00:01Z, Produktgruppe: Buch, Hersteller-Nr.: Illustrations, 0.6 kg, Recht, Kategorien, Bücher, Management, Busi… More...

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Grant, John:
The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions - First edition

2006

ISBN: 9780470027516

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Wiley, Gebundene Ausgabe, Auflage: 1. 328 Seiten, Publiziert: 2006-03-31T00:00:01Z, Produktgruppe: Buch, Hersteller-Nr.: Illustrations, 0.6 kg, Recht, Kategorien, Bücher, Management, Busi… More...

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The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions - First edition

2006, ISBN: 9780470027516

Hardcover

Wiley, Gebundene Ausgabe, Auflage: 1. 328 Seiten, Publiziert: 2006-03-31T00:00:01Z, Produktgruppe: Buch, Hersteller-Nr.: Illustrations, 0.6 kg, Recht, Kategorien, Bücher, Management, Busi… More...

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The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions - hardcover

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The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions
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9780470027516


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.

Details of the book - The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions


EAN (ISBN-13): 9780470027516
ISBN (ISBN-10): 0470027517
Hardcover
Paperback
Publishing year: 2006
Publisher: Wiley
310 Pages
Weight: 0,608 kg
Language: eng/Englisch

Book in our database since 2007-06-06T09:28:16-04:00 (New York)
Detail page last modified on 2024-03-30T04:21:26-04:00 (New York)
ISBN/EAN: 9780470027516

ISBN - alternate spelling:
0-470-02751-7, 978-0-470-02751-6
Alternate spelling and related search-keywords:
Book author: brand, gould james grant, john grant, mia grant, eva grant, brands, john wiley sons
Book title: convention, brand innovation manifesto how build brands redefine markets defy conventions, der brand, redefin, conventions you should know, mann brand, the markets and the

Information from Publisher

Author: John Grant
Title: Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions
Publisher: John Wiley & Sons
330 Pages
Publishing year: 2006-03-31
Weight: 0,612 kg
Language: English
41,90 € (DE)
152mm x 229mm x 25mm

BB; GB; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Betriebswirtschaft und Management; Wirtschaft u. Management; Business & Management; Strategic Marketing; Marketing; Strategisches Marketing

Introduction. SECTION I: BRAND THEORY REVISITED. 1 Challenges to the Old Model of Branding. 2 A New Theory of Branding. 3 The Trouble with Trends. 4 Strategy: Finding a Cultural Logic. SECTION II: A TYPOLOGY OF BRAND IDEAS. Building Your Molecule: 32 Brand Elements. Chapter Strcture. A Periodic Table for Brand Ideas. 1 New Traditions. 2 Belief Systems. 3 Time. 5 Connecting. 6 Luxury. 7 Provocative. 8 Control. 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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