The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions - Grant, John (England John Wiley & Sons Ltd., 2006)
Sect. I. Brand theory revisited -- 1. Challenges to the old model of branding -- 2. A new theory of branding -- 3. The trouble with trends -- 4. Strategy : finding a cultural logic -- Sect. II. A typology of brand ideas -- Building your molecule : 32 brand elements -- 1. New traditions -- 2. Belief systems -- 3. Time -- 4. Herd instincts -- 5. Connecting -- 6. Luxury -- 7. Provocative -- 8. Control -- Sect. III. Developing brand strategies -- Developing new brand ideas in practice.
Keywords: Brand Management