Brand New Brand Thinking: Brought to Life by 11 Experts Who Do

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Overview

The way the advertising industry operates has changed vastly in the last 15 years. Innovative and groundbreaking ways of thinking about branding are constantly developing, and due to the sheer volume of material published on the subject, it is almost impossible to keep up with all the latest important ideas available online, in journals, in books and at conferences.

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More About This Book

Overview

The way the advertising industry operates has changed vastly in the last 15 years. Innovative and groundbreaking ways of thinking about branding are constantly developing, and due to the sheer volume of material published on the subject, it is almost impossible to keep up with all the latest important ideas available online, in journals, in books and at conferences.

Editorial Reviews

Dominic Mills
This book matters... You don’t have to agree with everything it says... you may even violently disagree with some of it... but it’ll make you think.

Product Details

  • ISBN-13: 9780749436780
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/28/2003
  • Pages: 212
  • Product dimensions: 6.06 (w) x 9.64 (h) x 0.86 (d)

Meet the Author

MARK EARLS is Executive Group Planning Director at Ogilvy London - the UK's largest communications group. Prior to this, he worked at St. Luke's and a number of other London Ad agencies.
Mark is a frequent public speaker and has presented papers on his field of expertise around the world and judged a number of awards competitions. He edited the 1999 APG Creative Planning Awards case studies. He has been vice chair of the UK Account Planning Group and sat on the DTI Foresight Panel for Information, Technology and Communication.
Andrew Jaffe, chair of the US Clio Awards described to Mark as 'one of the London Advertising scene's foremost contrarians'.
Mark lives in North London but dreams of tight lines, off-drives and sunnier climes.

Stephen King was a genuinely original thinker. He began his career in JWT (J. Walter Thompson) in London in 1959, retired from the agency in 1988 and spent

Table of Contents

Foreword
Introduction 1
Ch. 1 Learning to live without the brand (aka the seven-step programme to personal and professional liberation) 5
Ch. 2 Giving up the ghost in the machine: how to let brand speak for themselves 26
Ch. 3 The company brand: looking inside for the vision 44
Ch. 4 Brand communication beyond customers 58
Ch. 5 Brand strategy versus brand tactics: tinker, tailor, soldier, sailor - why strategy should be flexible and tactics are important 75
Ch. 6 Time to let go 85
Ch. 7 Brands on the brain: new scientific discoveries to support new brand thinking 103
Ch. 8 Creative thinking with discipline: practical research applications from brand building theory 122
Ch. 9 Getting out of line: some techniques for creative brand thinking 141
Ch. 10 Adios to the plan: how improvisation and play can help you become more creative 164
Ch. 11 Lest we forget: homage to some old brand thinking 185
Index 207

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