The brand innovation manifesto : how to build brands, redefine markets and defy conventions /
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-fo...
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Chichester, England ; Hoboken, NJ :
John Wiley & Sons,
©2006.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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 a. |
|---|---|
| Physical Description: | 1 online resource (xvii, 310 pages) : illustrations |
| Bibliography: | Includes bibliographical references (pages 289-293) and index. |
| ISBN: | 9781119209324 1119209323 0470029838 9780470029831 1280411090 9781280411090 |