Brand Innovation Manifesto
How to Build Brands, Redefine Markets and Defy Conventions
1. Auflage März 2006
330 Seiten, Hardcover
Praktikerbuch
Kurzbeschreibung
The days of the image brands are over, and "new marketing" has gone mainstream. The world's biggest companies are now pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In The Brand Innovation Manifesto, author John Grant 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 ideas, Grant presents a practical approach to mixing and matching them within different markets to develop new brand ideas, and new ideas for existing brands.
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.
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.
"...read it..." (Admap, July 2006)
"...revolutionary..." (The Marketer, October 2006)
