000			01610nam a2200157 4500
008			171006b xxu||||| |||| 00| 0 eng d
020			_a9788193355220
082			_a658.827 _bRAN
100			_aRangappa, Paddy _921047
245			_aSpark: The Insight to Growing Brands
260			_bSimon & Schuster India _c2017 _aNew Delhi
300			_a193p
500			_aPart 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
600			_aBranding _921048
942			_2ddc _cLB _k658.827 _mRAN
999			_c108624 _d108624