TY  - BOOK
AU  - Kendall,Nick.
TI  - What is a 21st century brand?: new thinking from the next generation of agency leaders
SN  - 0749472634
PY  - 2015///
PB  - Kogan Page Ltd.
KW  - Business & Economics
KW  - Advertising & Promotion
KW  - Marketing
KW  - General
N1  - 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
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ER  -