The brand innovation manifesto: how to build brands, redefine markets and defy conventions
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Wiley & Sons
2006
|
| Subjects: | |
| Online Access: | Table of contents Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XVII, 310 S. Ill. |
| ISBN: | 0470027517 |
Staff View
MARC
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| 245 | 1 | 0 | |a The brand innovation manifesto |b how to build brands, redefine markets and defy conventions |c John Grant |
| 264 | 1 | |a Chichester |b Wiley & Sons |c 2006 | |
| 300 | |a XVII, 310 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Consommateurs - Comportement | |
| 650 | 4 | |a Produits de marque - Aspect psychologique | |
| 650 | 4 | |a Produits de marque - Aspect social | |
| 650 | 4 | |a Produits de marque - Commercialisation | |
| 650 | 4 | |a Style de vie - Aspect économique | |
| 650 | 4 | |a Gesellschaft | |
| 650 | 4 | |a Psychologie | |
| 650 | 4 | |a Brand name products |x Social aspects | |
| 650 | 4 | |a Brand name products |x Psychological aspects | |
| 650 | 4 | |a Brand name products |x Marketing | |
| 650 | 4 | |a Lifestyles |x Economic aspects | |
| 650 | 4 | |a Consumer behavior | |
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| adam_text | Contents
Acknowledgements xi
Introduction xiii
SECTION I BRAND THEORY REVISITED 1
1 Challenges to the Old Model of Branding 3
1.1 From Ad Idea to Media Neutral Idea 3
1.2 The Old School 14
1.3 Protestant vs Catholic: The Battle for Brand
Theory 21
Summary of Chapter 1 24
2 A New Theory of Branding 27
2.1 What Is a Brand? 27
2.2 Brand as Strategic Cultural Idea 33
2.3 Brand as a Cluster of Cultural Ideas 35
2.4 The Brand Innovation Imperative 44
2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps
and Properties 49
2.6 The Equivalence of Brand Creation and Brand
Communication 52
viii CONTENTS
2.7 A Shift from Targeting an Audience to
Adoption 54
2.8 Establishing New Lifestyles 55
Summary of Chapter 2 60
3 The Trouble with Trends 63
3.1 The Difference between Cultural Trends and
STEPs 63
3.2 Real Trends 64
3.3 Made up Trends 65
Summary of Chapter 3 69
4 Strategy: Finding a Cultural Logic 71
4 1 Problem Finding 73
4.2 Finding a Third Way 73
4.3 A Bigger Context or Market 74
4 4 Outside In Thinking 75
4 5 Brand Archaeology 75
4 6 Brand Renaissance 76
4.7 What Is the Other Side of the Story? 77
4.8 Strategy as Scripting 77
4.9 What Is Lacking? 78
4.10 The Cultural RNA 79
4.11 What Are We Here to Do? 80
4 12 Busting the Tradeoff in Your Market 81
4.13 Model a Distant Parallel 81
4 14 Information Saturation 82
4.15 Deconstruction, Reconstruction 83
4.16 Demolish the Ad in Your Head 84
4.17 Rekindle Your Curiosity 85
4.18 Bringing the Strategy to a Point of Focus 85
Summary of Chapter 4 86
CONTENTS ix
SECTION II A TYPOLOGY OF BRAND IDEAS 87
Building Your Molecule: 32 Brand Elements 89
Chapter Strcture 92
A Periodic Table for Brand Ideas 94
1 New Traditions 99
1A Habit Ideas 100
IB Spectacular Ideas 104
1C Leadership Ideas 109
ID Organisation Ideas 114
2 Belief Systems 121
2A Cognitive Ideas 122
2B Appreciation Ideas 127
2C Faith Ideas 132
2D Atlas Ideas 136
3 Time 143
3A Regressive Ideas 144
3B Now Ideas 149
3C Nostalgia Ideas 154
3D Calendar Ideas 157
4 Herd Instincts 163
4A Initiation Ideas 164
4B Crowd Ideas 168
4C Clan Ideas 172
4D Craze Ideas 177
5 Connecting 183
5A Co authored Ideas 184
5B Socialising Ideas 190
5C Cooperative Ideas 194
5D Localised Ideas 199
X CONTENTS
6 Luxury 203
6A Concierge Ideas 204
6B Plenty Ideas 208
6C Exclusive Ideas 212
6D Exotic Ideas 215
7 Provocative 221
7A Erotic Ideas 222
7B Cathartic Ideas 227
7C Scandal Ideas 231
7D Radical Ideas 237
8 Control 245
8A Personalised Ideas 246
8B In Control Ideas 250
8C Competition Ideas 253
8D Grading Ideas 258
SECTION III DEVELOPING BRAND STRATEGIES 263
Developing New Brand Ideas in Practice 265
Organised Chaos vs Corporate Constipation 265
Using the 32 Cultural Ideas: Refraining 272
Example: Let s Kill Lynx 275
Logical Conclusions 286
References 289
Index 295
|
| adam_txt |
Contents
Acknowledgements xi
Introduction xiii
SECTION I BRAND THEORY REVISITED 1
1 Challenges to the Old Model of Branding 3
1.1 From Ad Idea to Media Neutral Idea 3
1.2 The Old School 14
1.3 Protestant vs Catholic: The Battle for Brand
Theory 21
Summary of Chapter 1 24
2 A New Theory of Branding 27
2.1 What Is a Brand? 27
2.2 Brand as Strategic Cultural Idea 33
2.3 Brand as a Cluster of Cultural Ideas 35
2.4 The Brand Innovation Imperative 44
2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps
and Properties 49
2.6 The Equivalence of Brand Creation and Brand
Communication 52
viii CONTENTS
2.7 A Shift from Targeting an Audience to
Adoption 54
2.8 Establishing New Lifestyles 55
Summary of Chapter 2 60
3 The Trouble with Trends 63
3.1 The Difference between Cultural Trends and
STEPs 63
3.2 Real Trends 64
3.3 Made up Trends 65
Summary of Chapter 3 69
4 Strategy: Finding a Cultural Logic 71
4 1 Problem Finding 73
4.2 Finding a Third Way 73
4.3 A Bigger Context or Market 74
4 4 Outside In Thinking 75
4 5 Brand Archaeology 75
4 6 Brand Renaissance 76
4.7 What Is the Other Side of the Story? 77
4.8 Strategy as Scripting 77
4.9 What Is Lacking? 78
4.10 The Cultural RNA 79
4.11 What Are We Here to Do? 80
4 12 Busting the Tradeoff in Your Market 81
4.13 Model a Distant Parallel 81
4 14 Information Saturation 82
4.15 Deconstruction, Reconstruction 83
4.16 Demolish the "Ad in Your Head" 84
4.17 Rekindle Your Curiosity 85
4.18 Bringing the Strategy to a Point of Focus 85
Summary of Chapter 4 86
CONTENTS ix
SECTION II A TYPOLOGY OF BRAND IDEAS 87
Building Your Molecule: 32 Brand Elements 89
Chapter Strcture 92
A Periodic Table for Brand Ideas 94
1 New Traditions 99
1A Habit Ideas 100
IB Spectacular Ideas 104
1C Leadership Ideas 109
ID Organisation Ideas 114
2 Belief Systems 121
2A Cognitive Ideas 122
2B Appreciation Ideas 127
2C Faith Ideas 132
2D Atlas Ideas 136
3 Time 143
3A Regressive Ideas 144
3B Now Ideas 149
3C Nostalgia Ideas 154
3D Calendar Ideas 157
4 Herd Instincts 163
4A Initiation Ideas 164
4B Crowd Ideas 168
4C Clan Ideas 172
4D Craze Ideas 177
5 Connecting 183
5A Co authored Ideas 184
5B Socialising Ideas 190
5C Cooperative Ideas 194
5D Localised Ideas 199
X CONTENTS
6 Luxury 203
6A Concierge Ideas 204
6B Plenty Ideas 208
6C Exclusive Ideas 212
6D Exotic Ideas 215
7 Provocative 221
7A Erotic Ideas 222
7B Cathartic Ideas 227
7C Scandal Ideas 231
7D Radical Ideas 237
8 Control 245
8A Personalised Ideas 246
8B In Control Ideas 250
8C Competition Ideas 253
8D Grading Ideas 258
SECTION III DEVELOPING BRAND STRATEGIES 263
Developing New Brand Ideas in Practice 265
Organised Chaos vs Corporate Constipation 265
Using the 32 Cultural Ideas: Refraining 272
Example: Let's Kill Lynx 275
Logical Conclusions 286
References 289
Index 295 |
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| language | English |
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| spelling | Grant, John Verfasser aut The brand innovation manifesto how to build brands, redefine markets and defy conventions John Grant Chichester Wiley & Sons 2006 XVII, 310 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Consommateurs - Comportement Produits de marque - Aspect psychologique Produits de marque - Aspect social Produits de marque - Commercialisation Style de vie - Aspect économique Gesellschaft Psychologie Brand name products Social aspects Brand name products Psychological aspects Brand name products Marketing Lifestyles Economic aspects Consumer behavior http://www.loc.gov/catdir/toc/ecip068/2006005380.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014874956&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Grant, John The brand innovation manifesto how to build brands, redefine markets and defy conventions Consommateurs - Comportement Produits de marque - Aspect psychologique Produits de marque - Aspect social Produits de marque - Commercialisation Style de vie - Aspect économique Gesellschaft Psychologie Brand name products Social aspects Brand name products Psychological aspects Brand name products Marketing Lifestyles Economic aspects Consumer behavior |
| title | The brand innovation manifesto how to build brands, redefine markets and defy conventions |
| title_auth | The brand innovation manifesto how to build brands, redefine markets and defy conventions |
| title_exact_search | The brand innovation manifesto how to build brands, redefine markets and defy conventions |
| title_exact_search_txtP | The brand innovation manifesto how to build brands, redefine markets and defy conventions |
| title_full | The brand innovation manifesto how to build brands, redefine markets and defy conventions John Grant |
| title_fullStr | The brand innovation manifesto how to build brands, redefine markets and defy conventions John Grant |
| title_full_unstemmed | The brand innovation manifesto how to build brands, redefine markets and defy conventions John Grant |
| title_short | The brand innovation manifesto |
| title_sort | the brand innovation manifesto how to build brands redefine markets and defy conventions |
| title_sub | how to build brands, redefine markets and defy conventions |
| topic | Consommateurs - Comportement Produits de marque - Aspect psychologique Produits de marque - Aspect social Produits de marque - Commercialisation Style de vie - Aspect économique Gesellschaft Psychologie Brand name products Social aspects Brand name products Psychological aspects Brand name products Marketing Lifestyles Economic aspects Consumer behavior |
| topic_facet | Consommateurs - Comportement Produits de marque - Aspect psychologique Produits de marque - Aspect social Produits de marque - Commercialisation Style de vie - Aspect économique Gesellschaft Psychologie Brand name products Social aspects Brand name products Psychological aspects Brand name products Marketing Lifestyles Economic aspects Consumer behavior |
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