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What Is a 21st Century Brand?
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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

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 it's what brands don't 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, what's the long idea? I believe it's 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 D'Amato;
    • Chapter - 18: I believe we must manage brand ideas from the bottom up - Tom Roach;
    • Chapter - 19: I believe it's time for a new system for leading beliefs - Ross Farquhar;
    • Chapter - 20: I believe brands must shift from vanity to value - Matthew Philip

About the Author

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 Unilever's 'Dirt is Good' laundry brand. Nick is a founding partner of Bro-Ken and member of The Garage, which helps 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 is its Chief Examiner. He received the IPA President's Medal for his services to the industry and is the author of Advertising Works 10.

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