What is a 21st century brand? new thinking from the next generation of agency leaders/ [electronic resource] :
Kendall, Nick.
- Kogan Page Ltd., 2015.
- 433 p.
Part One: What is a brand?. Chapter, Lesson, Part Introduction I believe we must consider a brand’s behaviour, not just what a brand is. Chapter, Lesson, Part 01. I believe brand is a word that has outlived its usefulness. Chapter, Lesson, Part 02. I believe in the Darwinian evolution of brands. Chapter, Lesson, Part 03. We believe the people should control the means of branding. Chapter, Lesson, Part 04. I believe in gaming your brand. Chapter, Lesson, Part 05. I believe in a brand new religion. Chapter, Lesson, Part 06. I believe communities are the future of brand communications. Chapter, Lesson, Part 07. I believe brands should go supergnova. Chapter, Lesson, Part Part Two: What is a brand idea?. Chapter, Lesson, Part Introduction: I believe we must abandon ‘either or’ and embrace the power of ‘both and’. Chapter, Lesson, Part 08. I believe the children are our future. Chapter, Lesson, Part 09. I believe in the power of the self-fulfilling prophecy. Chapter, Lesson, Part 10. I believe in the age of osmosis. Chapter, Lesson, Part 11. I believe it’s what brands don’t say that matters. Chapter, Lesson, Part 12. I believe brands must be superhuman. Chapter, Lesson, Part 13. I believe that brands should embrace the dark side. Chapter, Lesson, Part 14. Hey, what’s the long idea? I believe it’s time the big idea had a counterpart. Chapter, Lesson, Part Part Three: How should we organize to deliver?. Chapter, Lesson, Part Introduction: I believe we need to ADAPT. Chapter, Lesson, Part 15. I believe that the future of brands depends on confronting complexity. Chapter, Lesson, Part 16. Data is our future: Welcome to the age of infomagination. Chapter, Lesson, Part 17. I believe brands need to adopt an outside-in brand management approach. Chapter, Lesson, Part 18. I believe we must manage brand ideas from the bottom up. Chapter, Lesson, Part 19. I believe it’s time for a new system for leading beliefs. Chapter, Lesson, Part 20. I believe brands must shift from vanity to value. Chapter, Lesson, Part Outro: I believe that the Excellence Diploma transforms careers. Chapter, Lesson, Part Cover, Title,What is a 21st century brand?: new thinking from the next generation of agency leaders--Preface, Introduction, TOC,Contents--Preface, Introduction, TOC,Background--Preface, Introduction, TOC,Acknowledgements--Preface, Introduction, TOC,Foreword: I believe we must professionalize--Preface, Introduction, TOC,Introduction: How to read this book and some observations--Preface, Introduction, TOC,I believe the pendulum has swung too far--References, Appendix, Index,Index.
0749472634 9780749472627 9780749472634
Business & Economics Advertising & Promotion Business & Economics Marketing General