UID:
almafu_9959327762002883
Format:
1 online resource (xvii, 310 pages) :
,
illustrations
ISBN:
9781119209324
,
1119209323
,
0470029838
,
9780470029831
,
1280411090
,
9781280411090
Content:
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 a.
Note:
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.
Additional Edition:
Print version: Grant, John, 1964- Brand innovation manifesto. Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2006 ISBN 0470027517
Language:
English
Subjects:
Economics
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209324
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209324
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209324
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