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Könyv Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions J. Grant

Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions

Szerző: J. Grant
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: John Wiley & Sons Inc
Elérhetőség: Beszállítói készleten
Küldés 10-18 napon belül
15 143 Ft
The days of the image brands are over, and 'new marketing' has gone mainstream. The world's biggest...

Információk a könyvről

Szerző
J. Grant
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2006
oldal
330
EAN
9780470027516
ISBN
0470027517
Enbook ID
04080973
Kiadó
John Wiley & Sons Inc
Súly
594
Méretek
161 x 235 x 23

Teljes leírás

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.

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