Everything You Want: Understanding Consumers, Brands and Communications

Overview

Marketers tend to think they're one step ahead of consumers. This book proves they're miles behind, then shows them how to catch up. A well-argued and often irreverent exposé of how marketing got us here and how it can help get us back." - DOUG KESSLER, Director, Velocity Marketing

"****ing useful"  - JOHN BIRD, Co-founder and CEO, The Big Issue"

If they weren't creative, we wouldn't use them" - NICK RICHARDS, Associate Design Director, ...

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Overview

Marketers tend to think they're one step ahead of consumers. This book proves they're miles behind, then shows them how to catch up. A well-argued and often irreverent exposé of how marketing got us here and how it can help get us back." - DOUG KESSLER, Director, Velocity Marketing

"****ing useful"  - JOHN BIRD, Co-founder and CEO, The Big Issue"

If they weren't creative, we wouldn't use them" - NICK RICHARDS, Associate Design Director, Fitch London

 "Wood and Allan are quick, creative and commercial" TIM SEDDON, Land Securities Properties Ltd

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Editorial Reviews

From the Publisher
"…a challenging analysis of the paradoxes of consumerism written by two insiders…Wow…" (The Write Effect, 23 June 2003)

"…demonstrates how branding has infiltrated our lives…this novel look at consumer marketing refreshing…" (Marketing, 2 October 2003)

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Product Details

  • ISBN-13: 9781841120195
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 7/11/2003
  • Edition number: 1
  • Pages: 192
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.63 (d)

Meet the Author

JENNIFER WOOD and BARNEY ALLAN are partners in the marketing copywriting agency, Wood. Their work ranges from writing basic copy for leaflets to brand design and inspiration for some of the world’s best companies, including The Big Issue, Homebase, Jaguar Cars, Austin Reed, Sainsbury’s, Lego and Fitch London.
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Table of Contents

Introduction.

Making Friends with Frankenstein: how to be a consumer.

Unwrapping the Warpper: the rise and fall of the brand.

A Brand New World: meaning, ethics and politics.

New Communications: writing copy.

A Brand New Solution.

Bibliography and Sources.

Index.

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