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Rangappa, Paddy

Spark: The Insight to Growing Brands - New Delhi Simon & Schuster India 2017 - 193p

Part I: The Insight to Growing Brands
1. Brand Growth: Challenging Times
2. Consumers and Brands: Myth and Reality
3. Mental Availability and Insights: The Nuts and Bolts of Brand Growth

Part II: The Insight to Connecting with Consumer
4. Deconstructing Insights: The Power of a Human Revelation
5. Do Insight Matter in Today’s Digital World? The New Conundrum
6. Busting Common Myth: A Measured Understanding of Insights
7. Building Knowledge: The Foundation for Insights
8. Writing the Insight: Beyond Nuggets of Knowledge
9. Selecting the Best Insights: Evaluations
10. The Insight Action Plan: Idea and Tactics

Part III: Creativity that Drives Brand Growth
11. Insight – Driven Advertising and Brand Building: The Growth Guarantor
12. The Craft of CRAFT: A Five – Pronged Model
13. CRAFT’S Conviction: The Cornerstone of Creative Excellence
14. CRAFT’S Approach: Getting the Process Right
15. CRAFT’S Foundation I: Insight-driven Brief
16. CRAFT’S Foundation II: Evaluating Ideas and Providing Feedback
17. CRAFT’S Teamwork: The Glue the Binds
18. CRAFT’S Resources: you get what you put in
19. A Few Words in Parting

ISBN: 9788193355220

Subjects--Personal Names:
Branding

Dewey Class. No.: 658.827 / RAN