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? This book 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 recognised advertising body, the IPA, they are accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and edited by Nick Kendall. Together they offer you multiple perspectives and the opportunity for you to challenge yourself to consider what you believe. Structured as 20 provocations written in the form of 'I believe...and therefore...', the essays are organised into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways in which we consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice. If you want to take time to think about the real fundamentals of what we do as a business -create and build brands- this book will be all the stimulation you would want.
Unit - 1 -: What is a brand?; Section - 1 -: Section Overview - I believe we must consider a brand's behaviour, not just what is a brand - Mark Earls; Section - 2 -: I believe brand is a word that has outlived its usefulness - Nick Docherty; Section - 3 -: I believe in the Darwinian evolution of brands - Ian Edwards; Section - 4 -: We believe the people should control the means of branding - David Bonney; Section - 5 -: I believe in gaming your brand - Tim Jones; Section - 6 -: I believe in a brand new religion - Graeme Douglas; Section - 7 -: I believe communities are the future of brand communications - John V Willshire; Section - 8 -: I believe brands should go supernova - James Borrodell Brown; Unit - 2 -: What is a brand idea?; Section - 9 -: Section Overview - I believe we must abandon 'either or' and embrace the power of 'and' - David Wilding; Section - 10 -: I believe in the power of the self fulfilling prophecy - David Young; Section - 11 -: I believe in the age of osmosis - Alex Dunsdon; Section - 12 -: I believe it's what brands don't say that matters - Pete Buckley; Section - 13 -: I believe brands must be superhuman - Emily Fairhead-Keen; Section - 14 -: I believe that brands should embrace the darkside - Simon Robertson; Section - 15 -: Hey, what's the long idea? I believe it's time the big idea had a counterpart - Sarah Morning; Section - 16 -: I believe the children are our future - Faris Yakob; Unit - 3 -: How should we organise ourselves to deliver?; Section - 17 -: Section Overview - I believe we need to ADAPT - Ian Priest; Section - 18 -: I believe that the future of brands depends on confronting complexity - Gethin James; Section - 19 -: I believe that data is our future: Welcome to the age of infomagination - Matt Sadler; Section - 20 -: I believe brands need to adopt an outside-in brand management approach - Sam D'Amato; Section - 21 -: I believe we must manage brand ideas from the bottom-up - Tom Roach; Section - 22 -: I believe it's time for a new system for leading beliefs - Ross Farquhar; Section - 23 -: I believe brands must shift from vanity to value - Matthew Philip; Section - 24 -: Outro - I believe that the Excellence Diploma transforms careers - Patrick Mills;
(0 Comentarios)
