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" Brand Innovation Manifesto : "
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BL
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| Record Number
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968633
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| Doc. No
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b723003
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| Main Entry
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Grant, John,1964-
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| Title & Author
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Brand Innovation Manifesto : : How to Build Brands, Redefine Markets and Defy Conventions.
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| Publication Statement
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Hoboken :: John Wiley & Sons, Ltd.,, 2011.
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| Page. NO
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1 online resource (330 pages)
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| ISBN
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0470029838
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: 9780470029831
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| Contents
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Cover; Contents; Acknowledgements; Introduction; Section I: Brand Theory Revisited; Section Ii: A Typology Of Brand Ideas; Section Iii: Developing Brand Strategies; References; Index.
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| Abstract
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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 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.
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| Subject
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Brand name products-- Social aspects.
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Business.
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Brand name products-- Social aspects.
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Business.
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7 G72 2006eb
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