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Made With : Brands, creatives and entrepreneurs from the emerging global Interland [Paperback]

John Grant

Price: £19.99 & FREE Delivery in the UK. Details
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Book Description

11 July 2013
This book charts the emergence of a vibrant new type of brand from the emerging markets. This new type of brand is Made With more concerned with design, community and fusion rather than the classic Western brand that is Made by (by Coco Chanel or Steve Jobs) based upon the cult of the ego, icon, author and personality. John Grant compares this trend with the emergence of Japanese superbrands from the 1970s onwards which were modern and globally relevant, but drawn from very different cultural values and aesthetics. Through following the inside story of these brands, the reader gets an insightful access into these newly emerging societies, their values and aspirations. The region which this book covers is the Islamic Interland, taking in interviews with leading brand creators in locations including Istanbul, Beirut, Dubai, Jordan, Jakarta and many others across the Middle and Far East. In these pages you will meet the producer of a TV show that was a hit in 53 countries, Obama s State Representative to the Muslim World, pioneers of the Arabic Web scene involved in $100m+ deals, sustainability experts and social venture pioneers, politicians and activists, secular democrats and hijab wearing fashionistas, and a full cast of fabulous creative designers, entrepreneurs and artists in many different creative fields.

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Review

Just as when Japanese brands began to go global in the 1960s and 1970s, the rise of emerging-market brands is destined to change the world. John Grant has given us a terrific field-guide to how to understand those brands and how genuinely different many of them are. --Bill Emmott, former Editor of The Economist and author of Rivals: How the Power Struggle between China, India and Japan will Shape our Next Decade

Simultaneously an ode to emerging companies in what John Grant calls the geography (and mindset) of the Interland and a wake-up call to the brands of the West, Made With provides not only keen insight but also the most unique model I've ever seen. It will guide you in appealing to the authenticity people increasingly seek. --Joseph Pine II, co-author of The Experience Economy and Authenticity: What Consumers Really Want

About the Author

John Grant is also the author of Co-opportunity (2010), the award-winning Green Marketing Manifesto (2007) and three previous books. His first book, The New Marketing Manifesto (1999), was named one of the Ten Best Business Books of 1999 by Books Online. John was co-founder and head of strategy at creative agency St Luke's (as featured in the Harvard Business Review and Fast Company magazine) back in the 1990s. Since 1999 John has advised global and local clients on brands, marketing, behaviour change, strategy, sustainability and innovation. John's clients have included Amazon, the BBC, Cisco, Ernst & Young, HSBC, IBM, IKEA, ING, innocent drinks, LEGO, Microsoft, Nandos, Napster, Natura, Nokia, O2, Philips, Unilever and various departments of the UK and Swedish governments.

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