{"product_id":"the-brand-innovation-manifesto-isbn-9780470027516","title":"The Brand Innovation Manifesto","description":"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 \u003ci\u003eThe New Marketing Manifesto\u003c\/i\u003e, whose radical thinking has informed a generation.  \u003cp\u003eNow Grant is set to stun the industry again. In \u003ci\u003eThe Brand Innovation Manifesto\u003c\/i\u003e, 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.\u003c\/p\u003e  \u003cb\u003eAcknowledgements.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION I: BRAND THEORY REVISITED.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Challenges to the Old Model of Branding.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 From Ad Idea to Media-Neutral Idea.\u003c\/p\u003e \u003cp\u003e1.2 The Old School.\u003c\/p\u003e \u003cp\u003e1.3 Protestant vs Catholic: The Battle for Brand Theory.\u003c\/p\u003e \u003cp\u003eSummary of Chapter 1.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 A New Theory of Branding.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2.1 What Is a Brand?\u003c\/p\u003e \u003cp\u003e2.2 Brand as Strategic Cultural Idea.\u003c\/p\u003e \u003cp\u003e2.3 Brand as a Cluster of Cultural Ideas.\u003c\/p\u003e \u003cp\u003e2.4 The Brand Innovation Imperative.\u003c\/p\u003e \u003cp\u003e2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties.\u003c\/p\u003e \u003cp\u003e2.6 The Equivalence of Brand Creation and Brand Communication.\u003c\/p\u003e \u003cp\u003e2.7 A Shift from Targeting an Audience to Adoption.\u003c\/p\u003e \u003cp\u003e2.8 Establishing New Lifestyles.\u003c\/p\u003e \u003cp\u003eSummary of Chapter 2.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Trouble with Trends.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3.1 The Difference between Cultural Trends and STEPs.\u003c\/p\u003e \u003cp\u003e3.2 Real Trends.\u003c\/p\u003e \u003cp\u003e3.3 Made-up Trends.\u003c\/p\u003e \u003cp\u003eSummary of Chapter 3.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Strategy: Finding a Cultural Logic.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4.1 Problem Finding.\u003c\/p\u003e \u003cp\u003e4.2 Finding a Third Way.\u003c\/p\u003e \u003cp\u003e4.3 A Bigger Context or Market.\u003c\/p\u003e \u003cp\u003e4.4 Outside-In Thinking.\u003c\/p\u003e \u003cp\u003e4.5 Brand Archaeology.\u003c\/p\u003e \u003cp\u003e4.6 Brand Renaissance.\u003c\/p\u003e \u003cp\u003e4.7 What Is the Other Side of the Story?\u003c\/p\u003e \u003cp\u003e4.8 Strategy as Scripting.\u003c\/p\u003e \u003cp\u003e4.9 What Is Lacking?\u003c\/p\u003e \u003cp\u003e4.10 The Cultural RNA.\u003c\/p\u003e \u003cp\u003e4.11 What Are We Here to Do?\u003c\/p\u003e \u003cp\u003e4.12 Busting the Tradeoff in Your Market.\u003c\/p\u003e \u003cp\u003e4.13 Model a Distant Parallel.\u003c\/p\u003e \u003cp\u003e4.14 Information Saturation.\u003c\/p\u003e \u003cp\u003e4.15 Deconstruction, Reconstruction.\u003c\/p\u003e \u003cp\u003e4.16 Demolish the “Ad in Your Head”.\u003c\/p\u003e \u003cp\u003e4.17 Rekindle Your Curiosity.\u003c\/p\u003e \u003cp\u003e4.18 Bringing the Strategy to a Point of Focus.\u003c\/p\u003e \u003cp\u003eSummary of Chapter 4.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION II: A TYPOLOGY OF BRAND IDEAS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Your Molecule: 32 Brand Elements.\u003c\/p\u003e \u003cp\u003eChapter Strcture.\u003c\/p\u003e \u003cp\u003eA Periodic Table for Brand Ideas.\u003c\/p\u003e \u003cp\u003e1 New Traditions.\u003c\/p\u003e \u003cp\u003e1A Habit Ideas.\u003c\/p\u003e \u003cp\u003e1B Spectacular Ideas.\u003c\/p\u003e \u003cp\u003e1C Leadership Ideas.\u003c\/p\u003e \u003cp\u003e1D Organisation Ideas.\u003c\/p\u003e \u003cp\u003e2 Belief Systems.\u003c\/p\u003e \u003cp\u003e2A Cognitive Ideas.\u003c\/p\u003e \u003cp\u003e2B Appreciation Ideas.\u003c\/p\u003e \u003cp\u003e2C Faith Ideas.\u003c\/p\u003e \u003cp\u003e2D Atlas Ideas.\u003c\/p\u003e \u003cp\u003e3 Time.\u003c\/p\u003e \u003cp\u003e3A Regressive Ideas.\u003c\/p\u003e \u003cp\u003e3B Now Ideas.\u003c\/p\u003e \u003cp\u003e3C Nostalgia Ideas.\u003c\/p\u003e \u003cp\u003e3D Calendar Ideas.\u003c\/p\u003e \u003cp\u003e4 Herd Instincts.\u003c\/p\u003e \u003cp\u003e4A Initiation Ideas.\u003c\/p\u003e \u003cp\u003e4B Crowd Ideas.\u003c\/p\u003e \u003cp\u003e4C Clan Ideas.\u003c\/p\u003e \u003cp\u003e4D Craze Ideas.\u003c\/p\u003e \u003cp\u003e5 Connecting.\u003c\/p\u003e \u003cp\u003e5A Co-authored Ideas.\u003c\/p\u003e \u003cp\u003e5B Socialising Ideas.\u003c\/p\u003e \u003cp\u003e5C Cooperative Ideas.\u003c\/p\u003e \u003cp\u003e5D Localised Ideas.\u003c\/p\u003e \u003cp\u003e6 Luxury.\u003c\/p\u003e \u003cp\u003e6A Concierge Ideas.\u003c\/p\u003e \u003cp\u003e6B Plenty Ideas.\u003c\/p\u003e \u003cp\u003e6C Exclusive Ideas.\u003c\/p\u003e \u003cp\u003e6D Exotic Ideas.\u003c\/p\u003e \u003cp\u003e7 Provocative.\u003c\/p\u003e \u003cp\u003e7A Erotic Ideas.\u003c\/p\u003e \u003cp\u003e7B Cathartic Ideas.\u003c\/p\u003e \u003cp\u003e7C Scandal Ideas.\u003c\/p\u003e \u003cp\u003e7D Radical Ideas.\u003c\/p\u003e \u003cp\u003e8 Control.\u003c\/p\u003e \u003cp\u003e8A Personalised Ideas.\u003c\/p\u003e \u003cp\u003e8B In-Control Ideas.\u003c\/p\u003e \u003cp\u003e8C Competition Ideas.\u003c\/p\u003e \u003cp\u003e8D Grading Ideas.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION III: DEVELOPING BRAND STRATEGIES.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDeveloping New Brand Ideas in Practice.\u003c\/p\u003e \u003cp\u003eOrganised Chaos vs Corporate Constipation.\u003c\/p\u003e \u003cp\u003eUsing the 32 Cultural Ideas: Reframing.\u003c\/p\u003e \u003cp\u003eExample: Let’s Kill Lynx.\u003c\/p\u003e \u003cp\u003eLogical Conclusions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eReferences.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\u003c\/p\u003e  \"...a great addition to brand consumer communication methodology...\" (\u003ci\u003eBrand Strategy\u003c\/i\u003e, June 2006)  \u003cp\u003e\"...read it...\" (\u003ci\u003eAdmap,\u003c\/i\u003e July 2006)\u003c\/p\u003e \u003cp\u003e\"…revolutionary…\" (\u003ci\u003eThe Marketer,\u003c\/i\u003e October 2006)\u003c\/p\u003e \u003cb\u003eJohn Grant\u003c\/b\u003e 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 \u003ci\u003eThe New Marketing Manifesto\u003c\/i\u003e (Orion) which was selected as one of the top 10 business books of 1999 by Amazon, and of  \u003ci\u003eAfter Image\u003c\/i\u003e (Profile), an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990177857765,"sku":"NP9780470027516","price":65.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470027516.jpg?v=1761786800","url":"https:\/\/k12savings.com\/products\/the-brand-innovation-manifesto-isbn-9780470027516","provider":"K12savings","version":"1.0","type":"link"}