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The Brand Innovation Manifesto - John Grant
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John Grant:

The Brand Innovation Manifesto - Prima edizione

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… Altro …

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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… Altro …

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

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… Altro …

No. 9780470029831. Costi di spedizione:Instock, Despatched same working day before 3pm, zzgl. Versandkosten., Costi di spedizione aggiuntivi
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The Brand Innovation Manifesto - John Grant
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da lehmanns.de
€ 31,99
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John Grant:
The Brand Innovation Manifesto - Prima edizione

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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Brand Innovation Manifesto - John Grant
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da lehmanns.de
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John Grant:
Brand Innovation Manifesto - Prima edizione

2006, ISBN: 9780470029831

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

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Dettagli del libro
The Brand Innovation Manifesto
Autore:
Titolo:
ISBN:

0470029838

Informazioni dettagliate del libro - The Brand Innovation Manifesto


EAN (ISBN-13): 9780470029831
ISBN (ISBN-10): 0470029838
Anno di pubblicazione: 2006
Editore: John Wiley & Sons
328 Pagine
Lingua: eng/Englisch

Libro nella banca dati dal 2007-02-07T17:35:51+01:00 (Zurich)
Pagina di dettaglio ultima modifica in 2023-10-29T16:05:27+01:00 (Zurich)
ISBN/EAN: 0470029838

ISBN - Stili di scrittura alternativi:
0-470-02983-8, 978-0-470-02983-1
Stili di scrittura alternativi e concetti di ricerca simili:
Autore del libro : grant john, chadwick
Titolo del libro: manifesto, brand, conventions, innovation

Dati dell'editore

Autore: John Grant
Titolo: Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions
Editore: Wiley; John Wiley & Sons
328 Pagine
Anno di pubblicazione: 2006-03-30
Lingua: Inglese
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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