The days of the image brands are over， and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy， moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant， co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto， whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto， he redefines the nature of brands， showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles （think Starbucks， iPod and eBay）. At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea， Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands. 作者簡介：John Grant co-founded the groundbreaking London advertising agency St Luke’s， and is now a marketing consultant with clients including IKEA， the Ministry of Sound， Diageo and Coca Cola. He is the author of The New Marketing Manifesto （Orion） which was selected as one of the top 10 business books of 1999 by Amazon， and ofAfter Image （Profile）， an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.
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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