Living Brands: Collaboration + Innovation = Customer Fascination

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A Brand-New Approach to Brand-Building.

For Consumers. For Companies. For Life.

If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeau's dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers' lives.

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A Brand-New Approach to Brand-Building.

For Consumers. For Companies. For Life.

If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeau's dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers' lives.

Living Brands is based on a passion for understanding consumers' lives and their existing needs. It uses the latest strategies of consumer collaboration to create a more culturally evolved, emotionally engaged, holistic connection to consumers. As one of the marketing industry's global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesn't in today's consumer-savvy market. Packed with interviews from today's finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers' needs. You'll learn about

  • Five Top Global Trend Agencies, which come together for the first time to provide insight into customer collaboration
  • Culture Casting, a new model of consumer segmentation
  • Consumer as Creator, a new concept of brand-building based on actual lifestyles, as well as creating what Nadeau calls brand biospheres
  • Megatrends, the four must-have ingredients for living brands
  • The Focus Group Hoax, the difference between what consumers say and what they really mean

Living Brands gives you all the tools you need to adapt your brand to an ever-changing world of consumers, options, and interests. It's the intelligent way to respond to consumers' realities-and the only true way to build stellar brands that will stand the test of time.

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Product Details

  • ISBN-13: 9780071466141
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 9/28/2006
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.20 (w) x 9.00 (h) x 0.85 (d)

Meet the Author

Raymond A. Nadeau is the founder of the agency LBLM (Living Brands, Living Media) and the former vice president of new ideas, global creative director for Coty Inc, Coty Beauty, and the Lancaster Group. He is currently helping to define “branded entertainment” as the executive creative consultant for the Turner Media Group, and he also is launching the North American office for centdegrés, the world-renowned Paris brand identity agency. Nadeau has developed brand identities, product concepts, and advertising strategies for adidas, Celine Dion, Jennifer Lopez, Marc Jacobs, Kenneth Cole, and many other clients. His groundbreaking Living Brands, Living Media strategy has been profiled in Brandweek and on CNN.

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  • Anonymous

    Posted December 31, 2007

    A reviewer

    Raymond Nadeau's Living Brands really opened my eyes. I'm a professional environmentalist: before reading this book, I assumed that environmentalists stood in opposition to marketers: regarding consumption, we're trying to stem the outbreak, and they're driving the monkey to the airport. I was wrong Living Brands describes 'participatory branding' as the future of marketing: people who use and love a product help create the brand, in some cases directly 'homemade ads on YouTube', in others by incorporating the product into their lifestyle and value system 'choosing products because their makers donate money to breast- cancer care and research'. What most shook my preconceptions is the way Nadeau advocates 'ethical branding,' equal parts interactivity, good design, uncompromising craftsmanship, fascinating marketing and products that create positive social change on scales from local to global. The book benefits as much from Nadeau's writing style as from its content. Some examples of his elegant, provocative prose: 'Just as brands will be cocreated by consumers, so too will consumer ethics become, not a marketing point of differentiation, but an absolute minimum cost of doing business.' '176'. 'Today we are increasingly equipped with nothing less than the potential for nearly complete, permission- based, two-way consumer interaction. However, as we hurl head first toward this thrilling, seemingly limitless technology-enabled world, we must remember that knowledge and wisdom are different.' '129' 'However, if you want a true marriage between your customer and your brand, one with enduring respect, you will have to choose between a relationship and an affair. An ethical marriage of equals may be intimidating at first. Meaningful commitments usually are.' '210' 'You often may find yourself a lone voice raging against an infrastructure based on last century's marketing models and morals. You may get fired a few times. But I implore you to have courage.' '211' Two recent books are good companion reads for Living Brands, providing fuller context and alternate perspectives. One, Deluxe: How Luxury Lost Its Luster, by Dana Thomas, looks at the globalization, democratization and inevitable commodification of formerly exclusive goods. The other, Authenticity: What Consumers Really Want, by James Gilmore and B. Joseph Pine II, posits a 'Polonius test' of whether a business is true to itself and true to what it says it is. Under that test, Nadeau's book is an object lesson in 'real-real' marketing that meets both standards. For all that I respect Raymond A. Nadeau and Living Brands, I must quibble on a couple points. Fabio is a style icon? I haven't even seen the man in the new millennium, so I think not. And, I'm sorry, quoting Nikki Sixx changes nothing: Iggy Pop's selling 'Lust for Life' to Carnival Cruises was not art 'staying true to itself.' For Carnival, it was deeply cynical for Iggy, it was just pathetic.

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