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| Acknowledgements Introduction SECTION I: BRAND THEORY REVISITED 1 Challenges to the Old Model of Branding 1.1 From Ad Idea to Media-Neutral Idea 1.2 The Old School 1.3 Protestant vs Catholic: The Battle for Brand Theory Summary of Chapter 1 2 A New Theory of Branding 2.1 What Is a Brand? 2.2 Brand as Strategic Cultural Idea 2.3 Brand as a Cluster of Cultural Ideas 2.4 The Brand Innovation Imperative 2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties 2.6 The Equivalence of Brand Creation and Brand Communication 2.7 A Shift from Targeting an Audience to Adoption 2.8 Establishing New Lifestyles Summary of Chapter 2 3 The Trouble with Trends 3.1 The Difference between Cultural Trends and STEPs 3.2 Real Trends 3.3 Made-up Trends Summary of Chapter 3 4 Strategy: Finding a Cultural Logic 4.1 Problem Finding 4.2 Finding a Third Way 4.3 A Bigger Context or Market 4.4 Outside-In Thinking 4.5 Brand Archaeology 4.6 Brand Renaissance 4.7 What Is the Other Side of the Story? 4.8 Strategy as Scripting 4.9 What Is Lacking? 4.10 The Cultural RNA 4.11 What Are We Here to Do? 4.12 Busting the Tradeoff in Your Market 4.13 Model a Distant Parallel 4.14 Information Saturation 4.15 Deconstruction, Reconstruction 4.16 Demolish the “Ad in Your Head” 4.17 Rekindle Your Curiosity 4.18 Bringing the Strategy to a Point of Focus Summary of Chapter 4 SECTION II: A TYPOLOGY OF BRAND IDEAS Building Your Molecule: 32 Brand Elements Chapter Strcture A Periodic Table for Brand Ideas 1 New Traditions 1A Habit Ideas 1B Spectacular Ideas 1C Leadership Ideas 1D Organisation Ideas 2 Belief Systems 2A Cognitive Ideas 2B Appreciation Ideas 2C Faith Ideas 2D Atlas Ideas 3 Time 3A Regressive Ideas 3B Now Ideas 3C Nostalgia Ideas 3D Calendar Ideas 4 Herd Instincts 4A Initiation Ideas 4B Crowd Ideas 4C Clan Ideas 4D Craze Ideas 5 Connecting 5A Co-authored Ideas 5B Socialising Ideas 5C Cooperative Ideas 5D Localised Ideas 6 Luxury 6A Concierge Ideas 6B Plenty Ideas 6C Exclusive Ideas 6D Exotic Ideas 7 Provocative 7A Erotic Ideas 7B Cathartic Ideas 7C Scandal Ideas 7D Radical Ideas 8 Control 8A Personalised Ideas 8B In-Control Ideas 8C Competition Ideas 8D Grading Ideas SECTION III: DEVELOPING BRAND STRATEGIES Developing New Brand Ideas in Practice Organised Chaos vs Corporate Constipation Using the 32 Cultural Ideas: Reframing Example: Let’s Kill Lynx Logical Conclusions References Index |
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