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

by John Grant (Author)
4.5 out of 5 stars  See all reviews (6 customer reviews)
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Product details

  • Hardcover: 328 pages
  • Publisher: John Wiley & Sons (31 Mar 2006)
  • Language English
  • ISBN-10: 0470027517
  • ISBN-13: 978-0470027516
  • Product Dimensions: 22.6 x 15.7 x 3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon.co.uk Sales Rank: 136,025 in Books (See Bestsellers in Books)

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Product Description

Review

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

"...read it..." (Admap, July 2006)

"…revolutionary…" (The Marketer, October 2006)

Review

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

"...read it..." (Admap, July 2006)

"…revolutionary…" (The Marketer, October 2006)

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9 of 9 people found the following review helpful:
5.0 out of 5 stars How to develop a brand that is "a cluster of strategic cultural ideas", 17 Jun 2007
By Robert Morris (Dallas, Texas) - See all my reviews
(TOP 100 REVIEWER)    (REAL NAME)   

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." (Page 27)

(2) "When the brand experience is richly cultural - as with Apple, BBC, Starbucks, Amazon, easyJet - and the means of amplifying that idea and attracting people to it are also cultural, then it is more apparent that brand creation and brand building become very similar, and should be continuous." (Page 53)

(3) "When people have studied viral marketing they have often focused on how an idea crosses over from niche to mainstream. One problem I have with the theory of viral marketing is that it relies too heavily on the classical marketing notion of messaging. My own take on `craze brands' is that, while word of mouth can play a role, two other factors offer a more complete description of the cultural process: imitation [and] reflexivity: the self-fulfilling prophecy effect of reporting by the media." (Page 177)

(4) "Consumerism at its most basic is the idea that ordinary people can live like kings...One catch is that once a generation has had a luxury for any time, it becomes normal. Yesterday's luxuries were car ownership, jet travel, eating in restaurants (these three being the mainstay of James Bond stories, a postwar austerity escapist daydream). Today's luxuries include gourmet food, high fashion, having servants. And there is a constant scramble by affordable `luxury brands' to stay special. Brands like Burberry have shown how fast you can go from `toff' to `chav' (i.e. from upper class to lower class) if you are not careful (and mostly it is out of your hands anyway)." (Page 203)

I specially appreciate Grant's pragmatism. After selecting a given "what," he devotes the bulk of his attention to explaining "how." For example, the suggestions for using the material in his book that are provided on Pages 272-287. First, set a strategic framework. Then analyze your own brand molecule and those of your competitors, "reframe" by trying out cultural ideas used in other markets, and then develop the ideas into detailed options that could deliver the strategy selected. If brands are as Grant asserts "clusters of strategic cultural ideas," and I agree, marketers especially should view themselves a cultural anthropologists whose primary responsibility is to formulate and then implement a brand strategy that is fluid, creative, and entrepreneurial. Extending the molecule metaphor, they must constantly add new ideas to keep the brand current, fresh, and fascinating. "The other vital component is a sense of focus and direction. Brand building is supposed to have a point, and your molecule should be more than just a ragbag of ideas; they should all be in the service of an overriding (and commercial) logic." Quite true.

That said, I presume to include in this review what I have suggested in countless others previously: Those who seek to create or increase demand for what they offer must be prepared to answer three simple questions, with the third being (by far) the most difficult to answer:

Who are you?
What do you do?
Why should I care?

Those who share my high regard for this book are urged to check out Theodore Levitt's The Marketing Imagination, Marty Neumeier The Brand Gap: Expanded Edition and Zag: The Number One Strategy of High-Performance Brands, Seth Godin's Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas as well as The Marketing Gurus: Lessons from the Best Marketing Books of All Time edited by Chris Murray.
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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
By David Hawksworth (UK) - See all my reviews
(REAL NAME)   
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
By Secret Spi (Germany) - See all my reviews
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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Most Recent Customer Reviews

5.0 out of 5 stars Ideas
An excellent and enjoyable read.

Insights on what is needed to come up with brand ideas that can become remarkable. Read more
Published 4 months ago by A. Greaves

2.0 out of 5 stars To bad for the Sirco case
The Sirco brand is a prominant exemple of new-marketing-branding-and-so-on... in this book. To bad the brand has been taken out of the market recently ...
:-)
Published on 24 Aug 2007 by Guy Decoene

5.0 out of 5 stars still reading it but fantastic so far
This book landed on my desk at work at just the right time. For anyone who's open to challenge on branding and how it works should definitely read this. Read more
Published on 4 July 2006 by A. MacLean

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