The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy ConventionsISBN: 978-0-470-02751-6
Hardcover
328 pages
March 2006
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The days of the image brands are over, and ‘new
marketing’ has gone mainstream. The world’s biggest
companies are pursuing a post-advertising strategy, moving away
from advertising and investing in leading edge alternatives. In the
vanguard of the revolution has been John Grant, co-founder of the
legendary agency St. Luke’s and author of The New
Marketing Manifesto, whose radical thinking has informed a
generation.
Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.