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The Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions [Hardcover]

John Grant
4.5 out of 5 stars  See all reviews (6 customer reviews)
Price: 28.99 & FREE Delivery in the UK. Details
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Book Description

31 Mar 2006
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 and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas – and new ideas for existing brands.

Frequently Bought Together

The Brand Innovation Manifesto - How to Build Brands,  Redefine Markets and Defy Conventions + Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition) + Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series)
Price For All Three: 71.81

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Product details

  • Hardcover: 330 pages
  • Publisher: John Wiley & Sons; 1 edition (31 Mar 2006)
  • Language: English
  • ISBN-10: 0470027517
  • ISBN-13: 978-0470027516
  • Product Dimensions: 23 x 16 x 2 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 399,784 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"...a great addition to brand consumer communication methodology..." ( Brand Strategy , June 2006) "...read it..." ( Admap, July 2006) "…revolutionary…" ( The Marketer, October 2006)

About the Author

John Grant co–founded the groundbreaking London advertising agency St Luke’s, and is now a marketing consultant with clients including IKEA, the Ministry of Sound, Diageo and Coca Cola. He is the author of The New Marketing Manifesto (Orion) which was selected as one of the top 10 business books of 1999 by Amazon, and of  After Image (Profile), an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.

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Most Helpful Customer Reviews
9 of 9 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
Format:Hardcover
As John Grant explains in his Introduction, these are the four key ideas he examines in this book:

1. "A brand is nothing abstract, like some mysterious essence - it is simply the sum of ideas associated with it."

2. "Over time, the brand becomes like a molecule. Built up of successive and connected ideas."

3. "The way to manage brands is coherence, not consistency."

4. "Brands, like stories, are supposed to have a point."

Throughout his narrative, Grant examines each of these ideas with exceptional rigor and eloquence. In Section I, he shares his theory of brand innovation and suggests how to develop a "tight" strategy that will make a brand coherent. In Section II, he shifts his attention to 32 main types of cultural ideas (e.g. communities, habits, crazes) that brands can add to their "molecule." Finally, in Section III, Grant explains how to organize projects and develop new brand ideas as well as new ideas for existing brands.

Here is a representative selection of brief quotations from Grant's book that offer, I hope, some indication of the thrust and flavor of his thinking:

(1) "I have a different definition of a brand to offer:

A BRAND IS A (CLUSTER OF) STRATEGIC) CULTURAL IDEAS

I will explore the two (bracketed) other parts of this definition in the following sections. In this section I just want to explore the basis of this definition that:

A BRAND (has something to do with) CULTURAL IDEAS.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Read this book! 16 July 2006
Format:Hardcover
If you are working in marketing but can see that all of the old ways of doing things are not working but can not quite see what the solution is then this book will answer most of your questions.

If you are a student or are just starting out then by reading and understanding the arguments raised here you will find that things start to make sense to you that others don't seem to grasp. There's a bus load of marketing books out there but if you only read three it should be the three written by this author!!

This book is very aware that theory and practice can often remain very separate. Though it does talk about some quite high minded stuff it also does everything it can to actually help you learn which ideas are the right ideas and then help you come up with them for yourself. Enjoy.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Inspiring and cleverly observed 26 Nov 2006
Format:Hardcover
Unlike many marketing text books, which seem to live in a dry, theoretical world of Benefits, Reasons to Believe and Brand Equity Pyramids, this book comes from the real world. Full of examples, clever observation and even humour and humanity, I can thoroughly recommend it to anyone involved in brand marketing, advertising and communications.
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