- 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)
After Image: Mind-Altering Marketing Paperback – 1 Oct 2003
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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. See all Product description
Top Customer Reviews
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.
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.Read more ›
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.