Brand Innovation Manifesto: How to Build Brands, Redefine by John Grant

By John Grant

The times of the picture manufacturers are over, and ‘new advertising and marketing’ has long gone mainstream. The world’s greatest businesses are pursuing a post-advertising procedure, relocating clear of ads and making an investment in cutting edge choices. within the leading edge of the revolution has been John furnish, co-founder of the mythical organisation St. Luke’s and writer of the hot advertising and marketing Manifesto, whose radical pondering has proficient a generation.Now provide is determined to stun the back. within the model Innovation Manifesto, he redefines the character of manufacturers, displaying why previous versions and scales not paintings and revealing that the foremost to luck at the present time is impacting people’s life (think Starbucks, iPod and eBay). on the middle of the e-book is the concept that of the ‘brand molecule’ to which new cultural principles will be continually further to maintain velocity with switch. Cataloguing 32 sessions of notion, furnish offers a realistic method of mix and matching them inside of your individual industry to boost new model rules - and new principles for current manufacturers.

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By John Grant

The times of the picture manufacturers are over, and ‘new advertising and marketing’ has long gone mainstream. The world’s greatest businesses are pursuing a post-advertising procedure, relocating clear of ads and making an investment in cutting edge choices. within the leading edge of the revolution has been John furnish, co-founder of the mythical organisation St. Luke’s and writer of the hot advertising and marketing Manifesto, whose radical pondering has proficient a generation.Now provide is determined to stun the back. within the model Innovation Manifesto, he redefines the character of manufacturers, displaying why previous versions and scales not paintings and revealing that the foremost to luck at the present time is impacting people’s life (think Starbucks, iPod and eBay). on the middle of the e-book is the concept that of the ‘brand molecule’ to which new cultural principles will be continually further to maintain velocity with switch. Cataloguing 32 sessions of notion, furnish offers a realistic method of mix and matching them inside of your individual industry to boost new model rules - and new principles for current manufacturers.

Show description

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Extra resources for Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions

Example text

Not that Leuven in Belgium is necessarily a nicer town, but it is at least where the image emanates from. And for whatever reason, beer brewed outside the UK does seem to taste better. There is no doubt that people do buy certain brands for reasons like personality, image and added values, in fashion, cars, newspapers, perfumes and so on. But that is not to say that they buy the idea that an image advertisement will turn a Ford into an Aston Martin. And there is less reason to assume that a theory of identity-confirming purchases describes why people buy certain brands of fast-moving consumer goods.

The 1996 Chuck Out Your Chintz ad campaign was based on recognition of a bigger problem for IKEA. The brief the client originally gave us was to build the brand on classical lines: telling people about the Swedish furniture, the nice stores, the low prices. The bigger problem was that two-thirds of British people we surveyed said they did not like modern home design. IKEA could not succeed in its expansion plans if we did not tackle this problem. So we tackled this problem directly, aiming to change British taste.

Strategic ideas don’t have to be created by the brand owner. Many are spontaneously created out there in the market; for instance when a scene adopts the brand. The idea mentioned earlier of the vodka–Red Bull cocktail is probably an example. The names that became a core part of the Spice Girls brand (Sporty, Scary, Posh, Ginger, Baby) were thought up by a journalist covering the band, but were subsequently incorporated. The other point to make about brand ideas being strategic is that they are a means to an end, not an end in themselves.

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