MARC details
| 000 -LEADER |
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| fixed length control field |
04218cam a22004218i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
3452852 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210921180337.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
150305s2015 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2015006669 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749472627 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780749472627: |
| Terms of availability |
£39.99 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0749472626 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Canceled/invalid ISBN |
9780749472634 (ebk) |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)893452852 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
BTCTA |
| -- |
BDX |
| -- |
OCLCO |
| -- |
CDX |
| -- |
OCLCF |
| -- |
OQX |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
KEN |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
What is a 21st century brand? : |
| Remainder of title |
new thinking from the next generation of advertising leaders / |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
London : |
| Name of publisher, distributor, etc. |
Kogan Page, |
| Date of publication, distribution, etc. |
2015. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 416 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Background : what is the IPA Excellence Diploma? / |
| Statement of responsibility |
Nick Kendall -- |
| Title |
Acknowledgements -- |
| -- |
Foreword : I believe we must professionalize / |
| Statement of responsibility |
Stephen Woodford -- |
| Title |
Introduction : how to read this book and some observations / |
| Statement of responsibility |
Nick Kendall -- |
| Title |
I believe the pendulum has swung too far / |
| Statement of responsibility |
Nick Kendall -- |
| Title |
Part one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / |
| Statement of responsibility |
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 -- |
| Title |
Part two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / |
| Statement of responsibility |
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 -- |
| Title |
Part three : how should we organize to deliver? Section overview : I believe we need to adapt / |
| Statement of responsibility |
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 -- |
| Title |
Outro : I believe that the Excellence Diploma transforms careers / |
| Statement of responsibility |
Patrick Mills -- |
| Title |
Index. |
| 520 8# - SUMMARY, ETC. |
|---|
| Summary, etc. |
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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| 9 (RLIN) |
33452 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Brand name products. |
| 9 (RLIN) |
1032 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kendall, Nick. |
| 710 2# - ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
Institute of Practitioners in Advertising [IPA]. |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) |
|---|
| a |
150716 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b1112555x |
| b |
multi |
| c |
- |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Suppress in OPAC |
0 |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
|---|
| h (OCLC) |
NO HOLDINGS IN LQI - 9 OTHER HOLDINGS |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Operator's initials, OID (RLIN) |
0 |
| Cataloger's initials, CIN (RLIN) |
150709 |
| First Date, FD (RLIN) |
m |
| Local |
a |
| -- |
0 |