Grant John
Grant John - The Brand Innovation Manifesto How To Build Brands Redefine Markets And Defy Conventions - Hardcover
Grant John - The Brand Innovation Manifesto How To Build Brands Redefine Markets And Defy Conventions - Hardcover
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Binding: Hardcover
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 i Pod and e Bay). 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.
Title: The Brand Innovation Manifesto How To Build Brands Redefine Markets And Defy Conventions
Author(s): Grant John
Publisher: John Wiley & Sons Inc
Barcode: 9780470027516
Pages: 328 Pages
Publication Date: 5/12/2006
Category: Business & Management
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 i Pod and e Bay). 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.
Title: The Brand Innovation Manifesto How To Build Brands Redefine Markets And Defy Conventions
Author(s): Grant John
Publisher: John Wiley & Sons Inc
Barcode: 9780470027516
Pages: 328 Pages
Publication Date: 5/12/2006
Category: Business & Management
