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What is a 21st century brand? : new thinking from the next generation of advertising leaders /

Contributor(s): Kendall, Nick | Institute of Practitioners in Advertising [IPA].
Publisher: London : Kogan Page, 2015Description: xiii, 416 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780749472627 (hardback); 9780749472627:; 0749472626 (hardback).Subject(s): Branding (Marketing) | Brand name products | AdvertisingDDC classification: 658.8
Contents:
Background : what is the IPA Excellence Diploma? / Nick Kendall -- Acknowledgements -- Foreword : I believe we must professionalize / Stephen Woodford -- Introduction : how to read this book and some observations / Nick Kendall -- I believe the pendulum has swung too far / Nick Kendall -- Part one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / 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 -- Part two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / 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 -- Part three : how should we organize to deliver? Section overview : I believe we need to adapt / 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 -- Outro : I believe that the Excellence Diploma transforms careers / Patrick Mills -- Index.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KEN (Browse shelf(Opens below)) 1 Available 0092572
Total holds: 0

Includes bibliographical references and index.

Background : what is the IPA Excellence Diploma? / Nick Kendall -- Acknowledgements -- Foreword : I believe we must professionalize / Stephen Woodford -- Introduction : how to read this book and some observations / Nick Kendall -- I believe the pendulum has swung too far / Nick Kendall -- Part one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / 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 -- Part two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / 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 -- Part three : how should we organize to deliver? Section overview : I believe we need to adapt / 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 -- Outro : I believe that the Excellence Diploma transforms careers / Patrick Mills -- Index.

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.

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