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The Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions Hardcover – 5 May 2006

4.2 out of 5 stars 8 customer reviews

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Product details

  • Hardcover: 330 pages
  • Publisher: John Wiley & Sons (5 May 2006)
  • Language: English
  • ISBN-10: 0470027517
  • ISBN-13: 978-0470027516
  • Product Dimensions: 16.2 x 2.4 x 22.8 cm
  • Average Customer Review: 4.2 out of 5 stars 8 customer reviews
  • Amazon Bestsellers Rank: 873,221 in Books (See Top 100 in Books)
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Review

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

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

..".revolutionary..." (The Marketer, October2006)

Synopsis

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.

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8 customer reviews

4.2 out of 5 stars

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17 June 2007
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26 November 2006
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