What is a 21st Century Brand?: New Thinking from the Next Generation of Advertising Leaders

Contributor(s):

Kendall, Nick [Editor]

Material type: Text

TextPublication details: Kogan Page Limited 2015 LondonDescription: 416pISBN:

9780749472627

Subject(s):

DDC classification:

658.827 WHA

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 WHA (Browse shelf(Opens below))	Available		M0032949

Total holds: 0

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Introduction: How to Read this Book and Some Observations
I Believe the Pendulum has Swung Too Far

Part I: What is a Brand?
Section Overview: I Believe We Must Consider a Brand's Behaviour, Not Just What a Brand Is / Mark Earls
1. I Believe Brand Is a Word That Has Outlived Its Usefulness / Nick Docherty
2. I Believe in the Darwinian Evolution of Brands / Ian Edwards
3. We Believe the People Should Control the Means of Branding / David Bonney
4. I Believe in Gaming Your Brand / Tim Jones
5. I Believe in a Brand New Religion / Graeme Douglas
6. I Believe Communities are the Future of Brand Communications / John V Willshire
7. I Believe Brands Should Go Supernova / James Borrodell Brown

Part II: What is a Brand Idea?
Section Overview: I Believe We Must Abandon 'Either or' and Embrace the Power of 'Both and' / David Wilding
8. I Believe the Children are Our Future / Faris Yakob
9. I Believe in the Power of the Self-Fulfilling Prophecy / David Young
10. I Believe in the Age of Osmosis / Alex Dunsdon
11. I Believe It's What Brands Don't Say That Matters / Pete Buckley
12. I Believe Brands Must Be Superhuman / Emily Fairhead-Keen
13. I Believe That Brands Should Embrace the Darkside / Simon Robertson
14. Hey, What's the Long Idea? I Believe It's Time the Big Idea Had a Counterpart / Sarah Morning

Part III: How Should We Organise Ourselves to Deliver?
Section Overview: I Believe We Need to ADAPT / Ian Priest
15. I Believe That the Future of Brands Depends on Confronting Complexity / Gethin James
16. Data is Our Future: Welcome to the Age of Infomagination / Matt Sadler
17. I Believe Brands Need to Adopt an Outside-in Brand Management Approach / Sam D'Amato
18. I Believe We Must Manage Brand Ideas from the Bottom Up / Tom Roach
19. I Believe It's Time for a New System for Leading Beliefs / Ross Farquhar
20. I Believe Brands Must Shift from Vanity to Value / Matthew Philip
Outro: I Believe That the Excellence Diploma Transforms Careers / Patrick Mills

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