Brand Innovation Manifesto and over 2 million other books are available for Amazon Kindle . Learn more

Sign in to turn on 1-Click ordering.
Trade in Yours
For a 0.09 Gift Card
Trade in
More Buying Choices
Have one to sell? Sell yours here
Sorry, this item is not available in
Image not available for
Image not available

Start reading Brand Innovation Manifesto on your Kindle in under a minute.

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

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
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
Only 4 left in stock (more on the way).
Dispatched from and sold by Amazon. Gift-wrap available.
Want it tomorrow, 1 Sept.? Choose Express delivery at checkout. Details


Amazon Price New from Used from
Kindle Edition 23.29  
Hardcover 28.99  
Trade In this Item for up to 0.09
Trade in The Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions for an Amazon Gift Card of up to 0.09, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Learn more

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

Buy the selected items together

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

More About the Author

Discover books, learn about writers, and more.

Product Description


"...a great addition to brand consumer communication methodology..." ( Brand Strategy , June 2006) " 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.

Inside This Book (Learn More)
Explore More
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
Search inside this book:

Customer Reviews

4 star
3 star
1 star
4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
9 of 9 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
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:


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.
Read more ›
Comment | 
Was this review helpful to you?
4 of 4 people found the following review helpful
5.0 out of 5 stars Read this book! 16 July 2006
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.
Comment | 
Was this review helpful to you?
2 of 2 people found the following review helpful
5.0 out of 5 stars Inspiring and cleverly observed 26 Nov 2006
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.
Comment | 
Was this review helpful to you?
Would you like to see more reviews about this item?
Were these reviews helpful?   Let us know

Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
First post:
Prompts for sign-in

Search Customer Discussions
Search all Amazon discussions

Look for similar items by category