Coverart for item
The Resource What is a 21st century brand? : new thinking from the next generation of agency leaders, edited by Nick Kendall

What is a 21st century brand? : new thinking from the next generation of agency leaders, edited by Nick Kendall

Label
What is a 21st century brand? : new thinking from the next generation of agency leaders
Title
What is a 21st century brand?
Title remainder
new thinking from the next generation of agency leaders
Statement of responsibility
edited by Nick Kendall
Contributor
Subject
Language
eng
Summary
  • "The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the "MBA of brands." The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications. What is a 21st Century Brand? is not just a collection of the best essays from the last ten years (since the beginning of the program), it also allows the authors, who have gone on to have successful careers at agencies such as Saatchi & Saatchi, Ogilvy & Mather, and BBDO, to come back and analyze and comment on their original thesis in light of what they know now. It also includes new writing from leading industry thinkers including Stephen Woodford, Chairman at Lexus, and David Wilding, Director of Planning at Twitter UK.With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, What is a Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organized to deliver it"--
  • "What is a 21st Century Brand? celebrates 10 years of the IPA Excellence Diploma, showcasing the very best talent and thought leadership from the past decade. Edited by Nick Kendall and produced in partnership with the IPA, the book features original papers from the diploma, fresh analysis of their work by the delegates themselves and new writing from leading industry thinkers including Mark Earls, Stephen Woodford, David Wilding and Ian Priest. With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, or provocations, What is a 21st Century Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organised to deliver it. With contributions from past candidates now at agencies such as Agency Republic, The Bakery, BBDO, BBH, DDB, Karmarama, MEC, Naked Communications, Saatchi and Saatchi and Ogilvy and Mather, it covers cutting-edge thinking across all areas of advertising and highlights 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. By providing insight from multiple perspectives, it is ideal for advertising professionals and planners wishing to further understand brands to advance their careers"--
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
N$T
Dewey number
658.8/27
Index
no index present
LC call number
HF5415.1255
LC item number
.W43 2015eb
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Kendall, Nick
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • BUSINESS & ECONOMICS / Advertising & Promotion
  • BUSINESS & ECONOMICS / Marketing / General
  • BUSINESS & ECONOMICS / Business Communication / General
  • BUSINESS & ECONOMICS / Industrial Management
  • BUSINESS & ECONOMICS / Management
  • BUSINESS & ECONOMICS / Management Science
  • BUSINESS & ECONOMICS / Organizational Behavior
  • Brand name products
  • Branding (Marketing)
Label
What is a 21st century brand? : new thinking from the next generation of agency leaders, edited by Nick Kendall
Instantiates
Publication
Antecedent source
unknown
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Background; Acknowledgements; Foreword: I believe we must professionalize; Introduction: How to read this book and some observations; I believe the pendulum has swung too far; Part One What is a brand?; Introduction I believe we must consider a brand's behaviour, not just what a brand is; 01 I believe brand is a word that has outlived its usefulness; 02 I believe in the Darwinian evolution of brands; 03 We believe the people should control the means of branding; 04 I believe in gaming your brand; 05 I believe in a brand new religion
  • 06 I believe communities are the future of brand communications07 I believe brands should go supergnova; Part Two What is a brand idea?; Introduction: I believe we must abandon 'either or' and embrace the power of 'both and'; 08 I believe the children are our future; 09 I believe in the power of the self-fulfilling prophecy; 10 I believe in the age of osmosis; 11 I believe it's what brands don't say that matters; 12 I believe brands must be superhuman; 13 I believe that brands should embrace the dark side; 14 Hey, what's the long idea? I believe it's time the big idea had a counterpart
  • Part Three How should we organize to deliver?Introduction: I believe we need to ADAPT; 15 I believe that the future of brands depends on confronting complexity; 16 Data is our future: Welcome to the age of infomagination; 17 I believe brands need to adopt an outside-in brand management approach ; 18 I believe we must manage brand ideas from the bottom up; 19 I believe it's time for a new system for leading beliefs; 20 I believe brands must shift from vanity to value; Outro: I believe that the Excellence Diploma transforms careers; Index
Control code
906181184
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9780749472634
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)906181184
Label
What is a 21st century brand? : new thinking from the next generation of agency leaders, edited by Nick Kendall
Publication
Antecedent source
unknown
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Background; Acknowledgements; Foreword: I believe we must professionalize; Introduction: How to read this book and some observations; I believe the pendulum has swung too far; Part One What is a brand?; Introduction I believe we must consider a brand's behaviour, not just what a brand is; 01 I believe brand is a word that has outlived its usefulness; 02 I believe in the Darwinian evolution of brands; 03 We believe the people should control the means of branding; 04 I believe in gaming your brand; 05 I believe in a brand new religion
  • 06 I believe communities are the future of brand communications07 I believe brands should go supergnova; Part Two What is a brand idea?; Introduction: I believe we must abandon 'either or' and embrace the power of 'both and'; 08 I believe the children are our future; 09 I believe in the power of the self-fulfilling prophecy; 10 I believe in the age of osmosis; 11 I believe it's what brands don't say that matters; 12 I believe brands must be superhuman; 13 I believe that brands should embrace the dark side; 14 Hey, what's the long idea? I believe it's time the big idea had a counterpart
  • Part Three How should we organize to deliver?Introduction: I believe we need to ADAPT; 15 I believe that the future of brands depends on confronting complexity; 16 Data is our future: Welcome to the age of infomagination; 17 I believe brands need to adopt an outside-in brand management approach ; 18 I believe we must manage brand ideas from the bottom up; 19 I believe it's time for a new system for leading beliefs; 20 I believe brands must shift from vanity to value; Outro: I believe that the Excellence Diploma transforms careers; Index
Control code
906181184
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9780749472634
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)906181184

Library Locations

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      1 University Blvd, St. Louis, MO, 63121, US
      38.710138 -90.311107
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