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(What is this?)Product Description
—Business Horizons, July/August 2004
"Based on changing trends in the advertising industry, this collection challenges conventional thinking."
Product Description
The way that the advertising industry operates has changed greatly in recent years. This volume seeks to pull together these new ideas - with suggestions on what to do in practical terms - into one "compilation" volume. Each chapter has been contributed by a different expert who has something to say on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of the work is to provide a short-cut to the thinking and encourage the reader to rethink their basic assumptions on branding and advertising. Topics covered include: learning to live without the brand; letting brands speak for themselves; the company brand; brand communication beyond customers; brand strategy versus brand tactics; time to let go; brands on the brain; creative thinking with discipline; techniques for creative brand thinking; adios to the plan; and lest we forget.
Inside This Book
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First Sentence
The idea for this book was prompted by our own difficulties in keeping up: with the latest ideas, the latest articles and the latest books-a sad fact of life for those of us whose professional success relies on our ability to know what is being thought by others, and building on it or going beyond it. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The idea for this book was prompted by our own difficulties in keeping up: with the latest ideas, the latest articles and the latest books-a sad fact of life for those of us whose professional success relies on our ability to know what is being thought by others, and building on it or going beyond it. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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65% buy the item featured on this page: Brand New Brand Thinking: Brought to Light by 11 Experts Who Do £21.38 |
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5% buy A Master Class in Brand Planning: The Timeless Works of Stephen King £19.49 |
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