品牌创新宣言：如何创建品牌，重新定义市场与挑战常规

定　价：¥361.15

作　者：	John T. Grant　著
出版社：	John Wiley & Sons
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标　签：	暂缺

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ISBN：	9780470027516	出版时间：	2006-12-01	包装：	精装
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内容简介

　　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.　作者简介：John Grant co-founded the groundbreaking London advertising agency St Luke’s， and is now a marketing consultant with clients including IKEA， the Ministry of Sound， Diageo and Coca Cola. He is the author of The New Marketing Manifesto （Orion） which was selected as one of the top 10 business books of 1999 by Amazon， and ofAfter Image （Profile）， an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.

作者简介

暂缺《品牌创新宣言：如何创建品牌，重新定义市场与挑战常规》作者简介

图书目录

Acknowledgements
Introduction
SECTION I: BRAND THEORY REVISITED
　1 Challenges to the Old Model of Branding
　　1.1 From Ad Idea to Media-Neutral Idea
　　1.2 The Old School
　　1.3 Protestant vs Catholic: The Battle for Brand Theory
　　Summary of Chapter 1
　2 A New Theory of Branding
　　2.1 What Is a Brand?
　　2.2 Brand as Strategic Cultural Idea
　　2.3 Brand as a Cluster of Cultural Ideas
　　2.4 The Brand Innovation Imperative
　　2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties
　　2.6 The Equivalence of Brand Creation and Brand Communication
　　2.7 A Shift from Targeting an Audience to Adoption
　　2.8 Establishing New Lifestyles
　　Summary of Chapter 2
　3 The Trouble with Trends
　　3.1 The Difference between Cultural Trends and STEPs
　　3.2 Real Trends
　　3.3 Made-up Trends
　　Summary of Chapter 3
　4 Strategy: Finding a Cultural Logic
　　4.1 Problem Finding
　　4.2 Finding a Third Way
　　4.3 A Bigger Context or Market
　　4.4 Outside-In Thinking
　　4.5 Brand Archaeology
　　4.6 Brand Renaissance
　　4.7 What Is the Other Side of the Story?
　　4.8 Strategy as Scripting
　　4.9 What Is Lacking?
　　4.10 The Cultural RNA
　　4.11 What Are We Here to Do?
　　4.12 Busting the Tradeoff in Your Market
　　4.13 Model a Distant Parallel
　　4.14 Information Saturation
　　4.15 Deconstruction, Reconstruction
　　4.16 Demolish the “Ad in Your Head”
　　4.17 Rekindle Your Curiosity
　　4.18 Bringing the Strategy to a Point of Focus
　　Summary of Chapter 4
SECTION II: A TYPOLOGY OF BRAND IDEAS
　Building Your Molecule: 32 Brand Elements
　Chapter Strcture
　A Periodic Table for Brand Ideas
　1 New Traditions
　　1A Habit Ideas
　　1B Spectacular Ideas
　　1C Leadership Ideas
　　1D Organisation Ideas
　2 Belief Systems
　　2A Cognitive Ideas
　　2B Appreciation Ideas
　　2C Faith Ideas
　　2D Atlas Ideas
　3 Time
　　3A Regressive Ideas
　　3B Now Ideas
　　3C Nostalgia Ideas
　　3D Calendar Ideas
　4 Herd Instincts
　　4A Initiation Ideas
　　4B Crowd Ideas
　　4C Clan Ideas
　　4D Craze Ideas
　5 Connecting
　　5A Co-authored Ideas
　　5B Socialising Ideas
　　5C Cooperative Ideas
　　5D Localised Ideas
　6 Luxury
　　6A Concierge Ideas
　　6B Plenty Ideas
　　6C Exclusive Ideas
　　6D Exotic Ideas
　7 Provocative
　　7A Erotic Ideas
　　7B Cathartic Ideas
　　7C Scandal Ideas
　　7D Radical Ideas
　8 Control
　　8A Personalised Ideas
　　8B In-Control Ideas
　　8C Competition Ideas
　　8D Grading Ideas
SECTION III: DEVELOPING BRAND STRATEGIES
　Developing New Brand Ideas in Practice
　　Organised Chaos vs Corporate Constipation
　　Using the 32 Cultural Ideas: Reframing
　　Example: Let’s Kill Lynx
　　Logical Conclusions
References
Index