000			04218cam a22004218i 4500
001			3452852
003			OCoLC
005			20210921180337.0
008			150305s2015 enka b 001 0 eng
010			_a2015006669
020			_a9780749472627 (hardback)
020			_a9780749472627: _c£39.99
020			_a0749472626 (hardback)
020			_z9780749472634 (ebk)
035			_a(OCoLC)893452852
040			_aDLC _beng _erda _cDLC _dBTCTA _dBDX _dOCLCO _dCDX _dOCLCF _dOQX
042			_apcc
082	0	0	_a658.8 _bKEN
245	0	0	_aWhat is a 21st century brand? : _bnew thinking from the next generation of advertising leaders /
260			_aLondon : _bKogan Page, _c2015.
300			_axiii, 416 p. : _bill. ; _c25 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aBackground : what is the IPA Excellence Diploma? / _rNick Kendall -- _tAcknowledgements -- _tForeword : I believe we must professionalize / _rStephen Woodford -- _tIntroduction : how to read this book and some observations / _rNick Kendall -- _tI believe the pendulum has swung too far / _rNick Kendall -- _tPart one : what is a brand? Section overview : I believe we must consider a brand's behaviour, not just what a brand is / _rMark Earls. [Chapter] 01 : I believe brand is a word that has outlived its usefulness / _rNick Docherty. [Chapter] 02 : I believe in the Darwinian evolution of brands / _rIan Edwards. [Chapter] 03 : we believe the people should control the means of branding / _rDavid Bonney. [Chapter] 04 : I believe in gaming your brand / _rTim Jones. [Chapter] 05 : I believe in a brand new religion / _rGraeme Douglas. [Chapter] 06 : I believe communities are the future of brand communications / _rJohn V Willshire. [Chapter] 07 : I believe brands should go supergnova / _rJames Borrodell Brown -- _tPart two : what is a brand idea? Section overview : I believe we must abandon 'either or' and embrace the power of 'both and' / _rDavid Wilding. [Chapter] 08 I believe in the power of the self-fulfilling prophecy / _rDavid Young. [Chapter] 09 I believe in the age of osmosis / _rAlex Dunsdon. [Chapter] 10 : I believe it's what brands don't say that matters / _rPete Buckley. [Chapter] 11 : I believe brands must be superhuman / _rEmily Fairhead-Keen. [Chapter] 12 : I believe that brands should embrace the dark side / _rSimon Robertson. [Chapter] 13 : hey, what's the long idea? I believe it's time the big idea had a counterpart / _rSarah Morning. [Chapter] 14 : I believe the children are our future / _rFaris Yakob -- _tPart three : how should we organize to deliver? Section overview : I believe we need to adapt / _rIan Priest. [Chapter] 15 : I believe that the future of brands depends on confronting complexity / _rGethin James. [Chapter] 16 : I believe that data is our future : welcome to the age of infomagination / _rMatt Sadler. [Chapter] 17 : I believe brands need to adopt an outside-in brand management approach / _rSam D'Amato. [Chapter] 18 : I believe we must manage brand ideas from the bottom up / _rTom Roach. [Chapter] 19 : I believe it's time for a new system for leading beliefs / _rRoss Farquhar. [Chapter] 20 : I believe brands must shift from vanity to value / _rMatthew Philip -- _tOutro : I believe that the Excellence Diploma transforms careers / _rPatrick Mills -- _tIndex.
520	8		_aThese 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	_aBranding (Marketing) _933452
650		0	_aBrand name products. _91032
650		0	_aAdvertising.
700	1		_aKendall, Nick.
710	2		_aInstitute of Practitioners in Advertising [IPA].
902			_a150716
907			_a.b1112555x _bmulti _c-
942			_n0
948			_hNO HOLDINGS IN LQI - 9 OTHER HOLDINGS
998			_b0 _c150709 _dm _ea _g0
999			_c58778 _d58778