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039		9	_a201607151203 _bstaff _c201606141510 _dstaff _y201605041227 _zadmin
041	0		_aeng
099			_aEbook
100	1		_aKendall, Nick.. _9115790
245	0	0	_aWhat is a 21st century brand? _h[electronic resource] : _bnew thinking from the next generation of agency leaders/ _cKendall, Nick.
260			_bKogan Page Ltd., _c2015.
300			_a433 p.
505	0		_gChapter, Lesson, Part _tPart One: What is a brand?.
505	0		_gChapter, Lesson, Part _tIntroduction I believe we must consider a brand’s behaviour, not just what a brand is.
505	0		_gChapter, Lesson, Part _t01. I believe brand is a word that has outlived its usefulness.
505	0		_gChapter, Lesson, Part _t02. I believe in the Darwinian evolution of brands.
505	0		_gChapter, Lesson, Part _t03. We believe the people should control the means of branding.
505	0		_gChapter, Lesson, Part _t04. I believe in gaming your brand.
505	0		_gChapter, Lesson, Part _t05. I believe in a brand new religion.
505	0		_gChapter, Lesson, Part _t06. I believe communities are the future of brand communications.
505	0		_gChapter, Lesson, Part _t07. I believe brands should go supergnova.
505	0		_gChapter, Lesson, Part _tPart Two: What is a brand idea?.
505	0		_gChapter, Lesson, Part _tIntroduction: I believe we must abandon ‘either or’ and embrace the power of ‘both and’.
505	0		_gChapter, Lesson, Part _t08. I believe the children are our future.
505	0		_gChapter, Lesson, Part _t09. I believe in the power of the self-fulfilling prophecy.
505	0		_gChapter, Lesson, Part _t10. I believe in the age of osmosis.
505	0		_gChapter, Lesson, Part _t11. I believe it’s what brands don’t say that matters.
505	0		_gChapter, Lesson, Part _t12. I believe brands must be superhuman.
505	0		_gChapter, Lesson, Part _t13. I believe that brands should embrace the dark side.
505	0		_gChapter, Lesson, Part _t14. Hey, what’s the long idea? I believe it’s time the big idea had a counterpart.
505	0		_gChapter, Lesson, Part _tPart Three: How should we organize to deliver?.
505	0		_gChapter, Lesson, Part _tIntroduction: I believe we need to ADAPT.
505	0		_gChapter, Lesson, Part _t15. I believe that the future of brands depends on confronting complexity.
505	0		_gChapter, Lesson, Part _t16. Data is our future: Welcome to the age of infomagination.
505	0		_gChapter, Lesson, Part _t17. I believe brands need to adopt an outside-in brand management approach.
505	0		_gChapter, Lesson, Part _t18. I believe we must manage brand ideas from the bottom up.
505	0		_gChapter, Lesson, Part _t19. I believe it’s time for a new system for leading beliefs.
505	0		_gChapter, Lesson, Part _t20. I believe brands must shift from vanity to value.
505	0		_gChapter, Lesson, Part _tOutro: I believe that the Excellence Diploma transforms careers.
505	0		_aCover, 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.
650			_aBusiness & Economics _9100403
650			_aAdvertising & Promotion _9115761
650			_aBusiness & Economics _9100403
650			_aMarketing _919322
650			_aGeneral _918876
856	4	0	_uhttp://portal.igpublish.com/iglibrary/search/KOGANB0001037.html
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999			_c75894 _d75894