04030nam a2200625 a 4500 vtls000079345 MTX 160715121 001 0 eng d 0749472634 9780749472627 9780749472634 201607151203 staff 201606141510 staff 201605041227 admin eng Ebook Kendall, Nick.. 115790 What is a 21st century brand? [electronic resource] : new thinking from the next generation of agency leaders/ Kendall, Nick. Kogan Page Ltd., 2015. 433 p. Chapter, Lesson, Part 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. 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. Business & Economics 100403 Advertising & Promotion 115761 Business & Economics 100403 Marketing 19322 General 18876 http://portal.igpublish.com/iglibrary/search/KOGANB0001037.html 10 75894 75894