02778nam 2200649Ia 450 991084131560332120230207223754.00-470-29670-41-119-99503-51-119-20932-31-280-41109-097866104110920-470-02983-8(CKB)1000000000239290(EBL)255714(OCoLC)70850621(SSID)ssj0000114370(PQKBManifestationID)11887321(PQKBTitleCode)TC0000114370(PQKBWorkID)10125413(PQKB)11401229(MiAaPQ)EBC255714(EXLCZ)99100000000023929020060215d2006 uy 0engur|n|---|||||txtccrThe brand innovation manifesto[electronic resource] how to build brands, redefine markets and defy conventions /John GrantChichester, England ;Hoboken, NJ John Wiley & Sonsc20061 online resource (330 p.)Description based upon print version of record.0-470-02751-7 Includes bibliographical references (p. [289]-293) and index.Cover; Contents; Acknowledgements; Introduction; SECTION I: BRAND THEORY REVISITED; SECTION II: A TYPOLOGY OF BRAND IDEAS; SECTION III: DEVELOPING BRAND STRATEGIES; References; IndexThe 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 aBrand name productsSocial aspectsBrand name productsPsychological aspectsBranding (Marketing)LifestylesEconomic aspectsConsumer behaviorBrand name productsSocial aspects.Brand name productsPsychological aspects.Branding (Marketing)LifestylesEconomic aspects.Consumer behavior.658.8/27658.827Grant John1964-772704MiAaPQMiAaPQMiAaPQBOOK9910841315603321The brand innovation manifesto4138471UNINA