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

By John Grant

The times of the picture manufacturers are over, and ‘new advertising’ has long past mainstream. The world’s greatest businesses are pursuing a post-advertising method, relocating clear of advertisements and making an investment in innovative choices. within the forefront 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 expert a generation.Now provide is determined to stun the back. within the model Innovation Manifesto, he redefines the character of manufacturers, displaying why outdated types and scales now not paintings and revealing that the foremost to luck this day is impacting people’s life (think Starbucks, iPod and eBay). on the middle of the ebook is the concept that of the ‘brand molecule’ to which new cultural rules may be always further to maintain speed with switch. Cataloguing 32 periods of concept, provide offers a pragmatic method of mix and matching them inside of your individual marketplace to increase new model principles - and new principles for latest manufacturers.

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

Sample text

An example of doing this well is Beck’s: a traditional German beer, which developed a surprising relationship with modern British art. Beck’s was first imported to the UK in 1984 and the company’s strategy was to seed it in trendy bars. It could have gone down the route of establishing the beer as a quality product, being brewed under the German Reinheitsgebot (beer “purity” law) using only natural ingredients: barley, malt, hops, yeast and water. It could also have B R A N D A S A C L U S T E R O F C U LT U R A L I D E A S 37 adopted a Stella – European heritage and tradition – image.

However, prominent competitors like Heineken have shifted to importing their beer from the country of origin. And proper continental lager is much more widely known and available. Stella projects a Euro cinema (advertising and sponsorship) image, yet it is brewed in the grey industrial town of Newport, Wales. 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.

G. word of mouth) and an agency taking the credit, even though its showy advertising often appeared after the event. A similar point is made by a careful consideration of another classic case for image advertising. Nike’s real launch idea – a cultural platform that propelled it from a million-dollar specialist athletic shoe company to a billion-dollar consumer business – was jogging. Not only did the company benefit from this craze, jogging was invented by Oregon sports coach Bill Bowerman, one of the Nike founders: In the early 1960s, Bowerman took his team to run against a team from New Zealand.

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