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Record Nr. |
UNINA9910841315603321 |
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Autore |
Grant John <1964-> |
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Titolo |
The brand innovation manifesto [[electronic resource] ] : how to build brands, redefine markets and defy conventions / / John Grant |
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Pubbl/distr/stampa |
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Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2006 |
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ISBN |
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0-470-29670-4 |
1-119-99503-5 |
1-119-20932-3 |
1-280-41109-0 |
9786610411092 |
0-470-02983-8 |
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Descrizione fisica |
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1 online resource (330 p.) |
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Disciplina |
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Soggetti |
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Brand name products - Social aspects |
Brand name products - Psychological aspects |
Branding (Marketing) |
Lifestyles - Economic aspects |
Consumer behavior |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. [289]-293) and index. |
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Nota di contenuto |
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Cover; Contents; Acknowledgements; Introduction; SECTION I: BRAND THEORY REVISITED; SECTION II: A TYPOLOGY OF BRAND IDEAS; SECTION III: DEVELOPING BRAND STRATEGIES; References; Index |
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Sommario/riassunto |
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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 a |
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