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

Account Planning Group

Couverture rigide

ISBN 10 : 0749436786 ISBN 13 : 9780749436780

Editeur : Kogan Page Ltd, 2002

Synopsis

The way that the advertising industry operates has changed greatly in recent years. This volume seeks to pull together these new ideas - with suggestions on what to do in practical terms - into one "compilation" volume. Each chapter has been contributed by a different expert who has something to say on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of the work is to provide a short-cut to the thinking and encourage the reader to rethink their basic assumptions on branding and advertising. Topics covered include: learning to live without the brand; letting brands speak for themselves; the company brand; brand communication beyond customers; brand strategy versus brand tactics; time to let go; brands on the brain; creative thinking with discipline; techniques for creative brand thinking; adios to the plan; and lest we forget.

A propos du livre

À propos de l'auteur

Merry Baskin has worked in London, Paris and New York as an account planner for Saatchis, Chiat/Day and JWT. She now runs her own consultancy, Baskin Shark. Merry has received two IPA effectiveness awards and Chaired the APG. Mark Earls is Executive Planning Director of Ogilvy and was previously Planning Director at St Luke's and head of planning at Bates UK. He has been voted 4th in the Top 10 Planning Directors list by Campaign magazine and has been Vice Chair of the APG.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0749436786
• ISBN 13: 9780749436780
• Reliure: Relié
• Nombre de pages: 224
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible