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　　分類: 图书,管理,市场/营销,品牌管理,

作者： John T. Grant著

出 版 社： John Wiley & Sons

出版时间： 2006-12-1字数：版次： 1页数： 310印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470027516包装： 精装内容简介

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 of After Image (Profile), an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.

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

 

 

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