What is a 21st Century Brand?: New Thinking from the Next Generation of Agency L

Description: FREE SHIPPING UK WIDE What is a 21st Century Brand? by Nick Kendall Think more broadly about brands and better serve your clients with a selection of essays from some of the best and brightest in the industry. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 todays 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. Author Biography Nick Kendall is an award-winning brand and advertising specialist with over 25 years experience. He has worked on famous global accounts such as Johnnie Walker and Unilevers Dirt is Good laundry brand, and is a founding partner of Bro-Ken and member of The Garage, helping start-ups build brands. He designed and created the IPA Excellence Diploma, which is described as the MBA of brands for the advertising industry, and received the IPA Presidents Medal for his services to the industry. Table of Contents Section - 00: Introduction: How to read this book and some observations – Nick Kendall;Section - ONE: What is a brand?;Chapter - 01: I believe brand is a word that has outlived its usefulness – Nick Docherty;Chapter - 02: I believe in the Darwinian evolution of brands – Ian Edwards;Chapter - 03: We believe the people should control the means of branding – David Bonney;Chapter - 04: I believe in gaming your brand – Tim Jones;Chapter - 05: I believe in a brand new religion – Graeme Douglas;Chapter - 06: I believe communities are the future of brand communications – John V Willshire;Chapter - 07: I believe brands should go supergnova – James Borrodell Brown;Section - TWO: What is a brand idea?;Chapter - 08: I believe the children are our future – Faris Yakob;Chapter - 09: I believe in the power of the self-fulfilling prophecy – David Young;Chapter - 10: I believe in the age of osmosis – Alex Dunsdon;Chapter - 11: I believe its what brands dont say that matters – Pete Buckley;Chapter - 12: I believe brands must be superhuman – Emily Fairhead-Keen;Chapter - 13: I believe that brands should embrace the dark side – Simon Robertson;Chapter - 14: Hey, whats the long idea? I believe its time the big idea had a counterpart – Sarah Morning;Section - THREE: How should we organize to deliver?;Chapter - 15: I believe that the future of brands depends on confronting complexity – Gethin James;Chapter - 16: Data is our future: Welcome to the age of infomagination – Matt Sadler;Chapter - 17: I believe brands need to adopt an outside-in brand management approach – Sam DAmato;Chapter - 18: I believe we must manage brand ideas from the bottom up – Tom Roach;Chapter - 19: I believe its time for a new system for leading beliefs – Ross Farquhar;Chapter - 20: I believe brands must shift from vanity to value – Matthew Philip Promotional Covers all areas of modern advertising from multiple points of view to help professionals put their fingers on the pulse of best practice Teaches how to build a great brand and how it can add value to a business Enables readers to think more broadly about brands and to better serve their clients Promotional "Headline" Covers all areas of modern advertising from multiple points of view to help professionals put their fingers on the pulse of best practice Feature * Covers all areas of modern advertising from multiple points of view to help professionals put their fingers on the pulse of best practice; * Teaches how to build a great brand and how it can add value to a business; * Enables readers to think more broadly about brands and to better serve their clients Details ISBN0749472626 Author Nick Kendall Publisher Kogan Page Ltd Year 2015 ISBN-10 0749472626 ISBN-13 9780749472627 Publication Date 2015-04-03 Imprint Kogan Page Ltd Subtitle New Thinking from the Next Generation of Agency Leaders Place of Publication London Country of Publication United Kingdom DEWEY 658.827 Format Hardcover Media Book Pages 432 Short Title WHAT IS A 21ST CENTURY BRAND Language English Illustrations black & white illustrations Edited by Kendall, Nick UK Release Date 2015-04-03 AU Release Date 2015-04-03 NZ Release Date 2015-04-03 Birth 1956 Affiliation Indiana State University, USA Position Emeritus Professor (WLBS) Qualifications PhD Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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