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The brand innovation manifesto : how to build brands, redefine markets and defy conventions

Author: John Grant
Publisher: Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2006.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:

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  Read more...

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Grant, John, 1964-
Brand innovation manifesto.
Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2006
(DLC) 2006005380
(OCoLC)64098520
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John Grant
ISBN: 9781119209324 1119209323 0470029838 9780470029831
OCLC Number: 68112458
Description: 1 online resource (xvii, 310 pages) : illustrations
Contents: Brand Theory Revisited. Challenges to the Old Model of Branding --
A New Theory of Branding --
The Trouble with Trends --
Strategy: Finding a Cultural Logic --
A Typology of Brand Ideas --
A Typology of Brand Ideas. New Traditions --
Belief Systems --
Time --
Herd Instincts --
Connecting --
Luxury --
Provocative --
Control --
Developing Brand Strategies.
Responsibility: John Grant.
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"...a great addition to brand consumer communication methodology..." ( Brand Strategy, June 2006) "...read it..." (Admap, July 2006) "...revolutionary..." (The Marketer, October 2006)

 
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