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After Image: Mind-Altering Marketing Paperback – 1 Oct 2003

5.0 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 308 pages
  • Publisher: Profile Books Ltd; Main edition (1 Oct. 2003)
  • Language: English
  • ISBN-10: 1861976402
  • ISBN-13: 978-1861976406
  • Product Dimensions: 1.9 x 12.7 x 19 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 1,439,802 in Books (See Top 100 in Books)
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Review

Radical thinking that cuts across business as a whole. If you really want to understand and connect with tomorrow's consumer, read this book today! (David Patton)

After Image is a much needed contribution to the practice of marketing. It is provocative yet well founded in basic research. It is insightful and practical (Prof Gerald Zaltman)

From the Back Cover

'After image, what next?'

John Grant has been part of the new marketing revolution since the mid-1990s when he co-founded radical advertising agency St Luke's. His pioneering book, drawn from the latest findings in business theory, cognitive neuroscience and social research, proposes a whole new system for marketing. Instead of building false images, he argues, business should now direct its efforts at building shared meaning and learning.

Many brands using the old image approach – Levi's, Coca-Cola, Nike, Gap – as well as numerous dot-coms – have run into trouble. The hottest categories now are those which have succeeded in building new knowledge cultures: like wine, personal IT, DIY, alternative medicine, male grooming, organic produce, MP3 music files and the gym. Brands can lead this process as Apple, Starbucks, IKEA and others have shown.

The trend has been hastened by a backlash against the values of the consumer society. In this context, brand image advertising is the new junk mail. That's because business, society and media have already changed and marketing is struggling to keep up.

The new marketing system, based on interactive and non-traditional media, is richly illustrated here with case studies of well-known brands and practical applications of the theories to real-world marketing problems. The book is also stuffed with insights, trends and cultural anecdotes. It is a fascinating and imaginative voyage into the future of marketing.

--This text refers to an out of print or unavailable edition of this title.

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Top Customer Reviews

Format: Hardcover
I'm an account planner at a London agency and found this book to be insightful, creative and full of genuine new thinking in the areas of branding and marketing communications. John Grant's introduction of 'Level 3 branding' is intuitive and in line with consumer and market trends. It explains a good deal of the shortcomings of 'Image Marketing' or differentiating yourself solely with emotional added-value.
At worst, Grant's case studies and off-the-cuff suggestions for improvement for well known brands, display his own prodigious planning intellect. At best, they are inspirational and make you want to get into the office and shake things up a bit.
Media agencies will love this text for its overt support of their cause to get a bigger piece of the strategic pie. But, will they ever get the seat at the head of the table if they don't actually come up with the creative ideas? Isn't it the creative agencies that really control the message and how its disseminated? Anyway, that's a debate for another forum.
In summary, I buy his theory and think that all the best brands are the best exponents of 'Knowledge Marketing'. It will be interesting to see how long it takes for the apparatus of marketing (marketing departments and agencies) to catch-up and work in the way Grant advocates. Any person in marketing who has any form of strategic or creative responsibility should read this book.
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Format: Hardcover
John Grant's first book The New Marketing Manifesto was so packed with original thinking that you'd be forgiven for wondering whether he would update the case studies and say the same thing all over again. Lots of authors do. But in After Image he has gone on to new ground. In the current flux in the communications business with so much that is uncertain this book will delight and infuriate in equal measure.
Firstly Grant asserts that if the latter part of the 20th century was about materialism and aspiration - what gave brand imagery it's power, western societies have switched into full learning mode for the majority of the population. Brands have to play a fundamentally different role. This has changed the balance of power firmly away from ad spots towards programming and media that is increasingly open for marketers to place their own content.
The goal for marketers now is create ideas with which their brands can be associated. Ownership of this kind is far more valuable than the personalities which brands were carefully constructed from using insights into brand users and the aspirations of brand users. Concepts have a life of their own where brand imagery needed to be constantly promoted and tended.
Grant introduces a new branding model which draws on the latest research in neuroscience to show how mental propositions and sensory maps can be harness to take ownership of ideas. Quite a lot of the book is spent showing how to deploy this new branding model.
For me the compelling chapters are those on the different types of media: knowledge/reality/dialogue/memetic/story/reputation and how these should be used to trigger shifts in conceptual thinking.
You might think that this is a polemic against advertising from a former ad planner who has seen the light.
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Format: Paperback
How often do you get those two thoughts sitting together? Probably not since you read either John Steele's magnificent "Truth, Lies and Advertising" or Grant's own "The New Marketing Manifesto".His latest is every bit as good as "The New Marketing Manifesto", marked by the same considerable virtues: intelelctual vigour, rigorous substantiation and clarity of expression.
His thought is not that "Marketing is Dead" (as so many other, lazier authors - step forward, Mark Earls - have impulsively decided), but (more interestingly) that the changes to the UK population are such that a new honesty, a new inventiveness and a new absolutism is the future for brands and their marketing.
Truly outstanding stuff.
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Format: Paperback Verified Purchase
John Grant is a delightful person to meet, but his thinking can be very provoking. After this, you may not think about the world in the same way again. He twists the conventional history and assumptions of media and rethinks it from the ground up, looking at the fundamental dynamics of forms of communication and then showing how they make better sense for understanding "media" and "disciplines" (together, channels). The new taxonomy of media is: Knowledge media, Reality media, Dialogue media, Memetic2 media, Community media, Story media, Reputation media.
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Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)

Amazon.com: 5.0 out of 5 stars 2 reviews
5.0 out of 5 stars Changing from a 20th Century status and power driven environment to a 21st continuous learning and collaborative environment 3 April 2007
By Rick Tonita - Published on Amazon.com
Format: Paperback Verified Purchase
After Image is much more than a marketing and branding education. Grant communicates very powerfully the change in structure and thinking that is necessary for individuals and for us as whole to succeed in the 21st Century. His explaination of moving from a work/status ethic to a continuous learning/collaborative/networking ethic provides a structure for individuals, organizations and countries to base their readiness for the real work of the 21st Century.
0 of 1 people found the following review helpful
5.0 out of 5 stars After Image, creative insight into next generation branding. 22 Jun. 2004
By Vinay - Published on Amazon.com
Format: Paperback
After Image is a must for any one who is into Branding & Marketing. The experience is so rich that it makes you feel like leveraging John Grant's expertise & masterly over the field within hours!
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