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The Brand innovation manifesto: how to build brands, redefine markets and defy conventions

Author: Grant, John Publisher: Wiley, 2006.Language: EnglishDescription: 310 p. : Ill. ; 24 cm.ISBN: 0470027517Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.3 .G73 2006
(Browse shelf)
Available 900097480
Total holds: 0

Includes bibliographical references and index


Brand innovation manifesto Contents Acknowledgements Introduction xiii SECTION I BRAND THEORY REVISITED 1 Challenges to the Old Model uf Branding 1.1 From Ad Idea to Media-Neutral Idea 1.2 The Old School 1.3 Protestant vs Catholic: T h e Battle for Brand Theory Summary of Chapter 1 2 A New Theory of Branding 2.1 2.2 2.3 2.4 2.5 2.6 WhatIsaBrand? Brand as Strategic Cultural Idea Brand as a Cluster of Cultural Ideas The Brand Innovation Imperative Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties The Equivalence of Brand Creation and Brand Communication A Shift from Targeting an Audience to Adoption 2.8 Establishing New Lifestyles Summary of Chapter 2 2.7 3 The Trouble with Trends 3.1 The Difference between Cultural Trends and STEPS 3.2 Real Trends 3.3 Made-up Trends Summary of Chapter 3 63 63 64 65 69 4 Strategy: Finding a Cultural Logic Problem Finding Finding a Third Way A Bigger Context or Market Outside-In Thinking Brand Archaeology Brand Renaissance What Is the Other Side of the Story? Strategy as Scripting What Is Lacking? The Cultural RNA What Are We Here to Do? Busting the Tradeoff in Your Market Model a Distant Parallel Information Saturation Deconstruction, Reconsrruction LJemolish the "Ad in Your Head" Rekindle Your Curiosity Bringing the Strategy to a Point of Focus Summary of Chapter 4 SECTION I1 A TYPOLOGY OF BRAND IDEAS Building Your Molecule: 32 Brand Elements Chapter Strcture A Periodic Table for Brand Ideas 1 New Traditions 1A IB IC Habit Ideas Spectacular Ideas Leadership Ideas Organisation Ideas ID 2 Belief Systems 2A 2B 2C 2D Cognitive Ideas Appreciation Ideas Faith Ideas Atlas Ideas 3 Time 3A 3B 3C 3D Regressive Ideas Now Ideas Nostalgia Ideas Calendar Ideas 4 Herd Instincts 4A Initiation Ideas 4B Crowd Ideas 4C Clan Ideas 4D Craze Ideas 5 Connecting 5A 5B 5C 5D Co-authored Ideas Socialising Ideas Cooperative Ideas Localiscd Ideas 6 Luxury 6A 6B 6C 6D Concierge Ideas Plenty Ideas Exclusive Ideas Exotic Ideas 7 Provocative 7A 7B Erotic Ideas Cathartic Ideas Scandal Ideas Radical Ideas 7C 7D 8 Control 8A 8B 8C 8D Personalised Ideas In-Control Ideas Competition Ideas Grading Ideas SECTION 1 1 DEVELOPING BRAND STRATEGIES 1 Developing New Brand Ideas in Practice Organised Chaos vs Corporate Constipation Using the 32 Cultural Ideas: Reframing Example: Let's Kill Lynx Logical Conclusions References Index L

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