What is a 21st century brand? : new thinking from the next generation of agency leaders / edited by Nick Kendall.
Publisher: London : KoganPage, 2015Description: 234 pages ; 24 cmContent type: text Media type: unmediated Carrier type: volume001: 43224ISBN: 9780749472627 (hbk.) :Subject(s): Branding (Marketing) | Advertising | Business and ManagementDDC classification: 658.827 KEN LOC classification: HF5415.1255Summary: These essays provide cutting-edge thinking across all areas of advertising. Covering topics such as implicit communication, big data, jeopardy, coaching and behaviour in modern brand strategies, they highlight that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism.Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Book | MAIN LIBRARY Book | 658.827 KEN (Browse shelf(Opens below)) | 1 | Available | 112334 |
Enhanced descriptions from Syndetics:
What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections:- What is a brand? - How should we engage to build them? - How should we organise to deliver?Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.
Published with the Institute of Practitioners in Advertising.
These essays provide cutting-edge thinking across all areas of advertising. Covering topics such as implicit communication, big data, jeopardy, coaching and behaviour in modern brand strategies, they highlight that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism.
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