Brand Innovation Manifesto by John Grant
How to Build Brands, Redefine Markets and Defy Conventions

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Synopsis

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation.

Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

 

About John Grant

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John Grant is the executive producer of dozens of successful PBS documentary broadcasts and series including The War of 1812, Window to the Sea, and the award-winning Niagara Falls: An ?Intimate Portrait. Ray Jones is the author of more than 40 books. His award-winning Lighthouse Encyclopedia is considered the definitive treatment of the subject. Ray has also authored or coauthored several highly successful companion books for PBS.
 
Published May 12, 2006 by Wiley. 330 pages
Genres: Business & Economics, Science & Math. Non-fiction

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