What is a 21st century brand? : new thinking from the next generation of advertising leaders /
What is a 21st century brand? : new thinking from the next generation of advertising leaders /
- London : Kogan Page, 2015.
- xiii, 416 p. : ill. ; 25 cm
Includes bibliographical references and index.
Background : what is the IPA Excellence Diploma? / Acknowledgements -- Foreword : I believe we must professionalize / Introduction : how to read this book and some observations / I believe the pendulum has swung too far / Part one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / Part two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / Part three : how should we organize to deliver? Section overview : I believe we need to adapt / Outro : I believe that the Excellence Diploma transforms careers / Index. Nick Kendall -- Stephen Woodford -- Nick Kendall -- Nick Kendall -- Mark Earls. [Chapter] 01 : I believe brand is a word that has outlived its usefulness / Nick Docherty. [Chapter] 02 : I believe in the Darwinian evolution of brands / Ian Edwards. [Chapter] 03 : we believe the people should control the means of branding / David Bonney. [Chapter] 04 : I believe in gaming your brand / Tim Jones. [Chapter] 05 : I believe in a brand new religion / Graeme Douglas. [Chapter] 06 : I believe communities are the future of brand communications / John V Willshire. [Chapter] 07 : I believe brands should go supergnova / James Borrodell Brown -- David Wilding. [Chapter] 08 I believe in the power of the self-fulfilling prophecy / David Young. [Chapter] 09 I believe in the age of osmosis / Alex Dunsdon. [Chapter] 10 : I believe it's what brands don't say that matters / Pete Buckley. [Chapter] 11 : I believe brands must be superhuman / Emily Fairhead-Keen. [Chapter] 12 : I believe that brands should embrace the dark side / Simon Robertson. [Chapter] 13 : hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning. [Chapter] 14 : I believe the children are our future / Faris Yakob -- Ian Priest. [Chapter] 15 : I believe that the future of brands depends on confronting complexity / Gethin James. [Chapter] 16 : I believe that data is our future : welcome to the age of infomagination / Matt Sadler. [Chapter] 17 : I believe brands need to adopt an outside-in brand management approach / Sam D'Amato. [Chapter] 18 : I believe we must manage brand ideas from the bottom up / Tom Roach. [Chapter] 19 : I believe it's time for a new system for leading beliefs / Ross Farquhar. [Chapter] 20 : I believe brands must shift from vanity to value / Matthew Philip -- Patrick Mills --
These essays provide cutting-edge thinking across all areas of advertising. Covering topics such as implicit communication, big data, jeopardy, coaching and behaviour in modern brand strategies, they highlight that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism.
9780749472627 (hardback) 9780749472627: £39.99 0749472626 (hardback)
2015006669
Branding (Marketing)
Brand name products.
Advertising.
658.8 / KEN
Includes bibliographical references and index.
Background : what is the IPA Excellence Diploma? / Acknowledgements -- Foreword : I believe we must professionalize / Introduction : how to read this book and some observations / I believe the pendulum has swung too far / Part one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / Part two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / Part three : how should we organize to deliver? Section overview : I believe we need to adapt / Outro : I believe that the Excellence Diploma transforms careers / Index. Nick Kendall -- Stephen Woodford -- Nick Kendall -- Nick Kendall -- Mark Earls. [Chapter] 01 : I believe brand is a word that has outlived its usefulness / Nick Docherty. [Chapter] 02 : I believe in the Darwinian evolution of brands / Ian Edwards. [Chapter] 03 : we believe the people should control the means of branding / David Bonney. [Chapter] 04 : I believe in gaming your brand / Tim Jones. [Chapter] 05 : I believe in a brand new religion / Graeme Douglas. [Chapter] 06 : I believe communities are the future of brand communications / John V Willshire. [Chapter] 07 : I believe brands should go supergnova / James Borrodell Brown -- David Wilding. [Chapter] 08 I believe in the power of the self-fulfilling prophecy / David Young. [Chapter] 09 I believe in the age of osmosis / Alex Dunsdon. [Chapter] 10 : I believe it's what brands don't say that matters / Pete Buckley. [Chapter] 11 : I believe brands must be superhuman / Emily Fairhead-Keen. [Chapter] 12 : I believe that brands should embrace the dark side / Simon Robertson. [Chapter] 13 : hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning. [Chapter] 14 : I believe the children are our future / Faris Yakob -- Ian Priest. [Chapter] 15 : I believe that the future of brands depends on confronting complexity / Gethin James. [Chapter] 16 : I believe that data is our future : welcome to the age of infomagination / Matt Sadler. [Chapter] 17 : I believe brands need to adopt an outside-in brand management approach / Sam D'Amato. [Chapter] 18 : I believe we must manage brand ideas from the bottom up / Tom Roach. [Chapter] 19 : I believe it's time for a new system for leading beliefs / Ross Farquhar. [Chapter] 20 : I believe brands must shift from vanity to value / Matthew Philip -- Patrick Mills --
These essays provide cutting-edge thinking across all areas of advertising. Covering topics such as implicit communication, big data, jeopardy, coaching and behaviour in modern brand strategies, they highlight that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism.
9780749472627 (hardback) 9780749472627: £39.99 0749472626 (hardback)
2015006669
Branding (Marketing)
Brand name products.
Advertising.
658.8 / KEN