基本信息出版社：Wiley
页码：328 页
出版日期：2006年05月
ISBN：0470027517
条形码：9780470027516
装帧：精装
外文书名：品牌创新宣言: 如何创建品牌, 重新定义市场与挑战常规

内容简介 在线阅读本书

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

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

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