TY  - BOOK
AU  - Kendall,Nick
ED  - Institute of Practitioners in Advertising,
TI  - What is a 21st century brand?: new thinking from the next generation of agency leaders 
SN  - 9780749472627 (hbk.) :
AV  - HF5415.1255 
U1  - 658.827 KEN 
PY  - 2015///
CY  - London
PB  - KoganPage
KW  - Branding (Marketing)
KW  - Advertising
KW  - Business and Management
KW  - ukslc
N1  - Published with the Institute of Practitioners in Advertising
N2  - 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
ER  -