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：	John Grant
出版社：	John Wiley & Sons
丛编项：
版权说明：	本书为公共版权或经版权方授权，请支持正版图书
标　签：	暂缺

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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

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...

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