The Resource What is a 21st century brand? : new thinking from the next generation of advertising leaders, edited by Nick Kendall

What is a 21st century brand? : new thinking from the next generation of advertising leaders, edited by Nick Kendall

Label
What is a 21st century brand? : new thinking from the next generation of advertising leaders
Title
What is a 21st century brand?
Title remainder
new thinking from the next generation of advertising leaders
Statement of responsibility
edited by Nick Kendall
Title variation
What is a twenty first century brand?
Contributor
Subject
Language
eng
Cataloging source
NhCcYBP
Index
index present
LC call number
HF5415.1255
LC item number
.W43 2015
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Kendall, Nick
  • ProQuest (Firm)
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
Label
What is a 21st century brand? : new thinking from the next generation of advertising leaders, edited by Nick Kendall
Instantiates
Publication
Note
Description based on print version record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Background: What is the IPA Excellence Diploma? / Nick Kendall -- Acknowledgements -- Foreword: I believe we must professionalize / Stephen Woodford -- Introduction: How to read this book and some observations / Nick Kendall -- I believe the pendulum has swung too far / Nick Kendall -- Part One What is a brand? -- Section overview: I believe we must consider a brand's behaviour, not just what a brand is / Mark Earls -- 01 I believe brand is a word that has outlived its usefulness / Nick Docherty -- 02 I believe in the Darwinian evolution of brands / Ian Edwards -- 03 We believe the people should control the means of branding / David Bonney -- 04 I believe in gaming your brand / Tim Jones -- 05 I believe in a brand new religion / Graeme Douglas -- 06 I believe communities are the future of brand communications / John V Willshire -- 07 I believe brands should go supergnova / James Borrodell Brown -- Part Two What is brand ideas -- Section overview: I believe we must abandon 'either or' and embrace the power of 'both and' / David Wilding -- 08 I believe that children are our future / Faris Yakob -- 09 I believe in the power of the self-fulfilling prophecy / David Young -- 10 I believe in the age of osmosis / Alex Dunsdon -- 11 I believe it's what brands don't say that matters / Pete Buckley -- 12 I believe brands must be superhuman / Emily Fairhead-Keen -- 13 I believe that brands should embrace the dark side / Simon Robertson -- 14 Hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning -- Part Three How should we organize to deliver? -- Section overview: I believe we need to ADAPT / Ian Priest -- 15 I believe that the future of brands depends on confronting complexity / Gethin James -- 16 Data is our future: welcome to the age of infomagination / Matt Sadler -- 17 I believe brands need to adopt an outside-in brand management approach / Sam D'Amato -- 18 I believe we must manage brand ideas from the bottom up / Tom Roach -- 19 I believe it's time for a new system for leading beliefs / Ross Farquhar -- 20 I believe brands must shift from vanity to value / Matthew Philip -- Outro: I believe that the Excellence Diploma transforms careers / Patrick Mills
Dimensions
unknown
Extent
1 online resource.
Form of item
online
Isbn
9780749472634
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
12365146
System control number
(NhCcYBP)12365146
Label
What is a 21st century brand? : new thinking from the next generation of advertising leaders, edited by Nick Kendall
Publication
Note
Description based on print version record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Background: What is the IPA Excellence Diploma? / Nick Kendall -- Acknowledgements -- Foreword: I believe we must professionalize / Stephen Woodford -- Introduction: How to read this book and some observations / Nick Kendall -- I believe the pendulum has swung too far / Nick Kendall -- Part One What is a brand? -- Section overview: I believe we must consider a brand's behaviour, not just what a brand is / Mark Earls -- 01 I believe brand is a word that has outlived its usefulness / Nick Docherty -- 02 I believe in the Darwinian evolution of brands / Ian Edwards -- 03 We believe the people should control the means of branding / David Bonney -- 04 I believe in gaming your brand / Tim Jones -- 05 I believe in a brand new religion / Graeme Douglas -- 06 I believe communities are the future of brand communications / John V Willshire -- 07 I believe brands should go supergnova / James Borrodell Brown -- Part Two What is brand ideas -- Section overview: I believe we must abandon 'either or' and embrace the power of 'both and' / David Wilding -- 08 I believe that children are our future / Faris Yakob -- 09 I believe in the power of the self-fulfilling prophecy / David Young -- 10 I believe in the age of osmosis / Alex Dunsdon -- 11 I believe it's what brands don't say that matters / Pete Buckley -- 12 I believe brands must be superhuman / Emily Fairhead-Keen -- 13 I believe that brands should embrace the dark side / Simon Robertson -- 14 Hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning -- Part Three How should we organize to deliver? -- Section overview: I believe we need to ADAPT / Ian Priest -- 15 I believe that the future of brands depends on confronting complexity / Gethin James -- 16 Data is our future: welcome to the age of infomagination / Matt Sadler -- 17 I believe brands need to adopt an outside-in brand management approach / Sam D'Amato -- 18 I believe we must manage brand ideas from the bottom up / Tom Roach -- 19 I believe it's time for a new system for leading beliefs / Ross Farquhar -- 20 I believe brands must shift from vanity to value / Matthew Philip -- Outro: I believe that the Excellence Diploma transforms careers / Patrick Mills
Dimensions
unknown
Extent
1 online resource.
Form of item
online
Isbn
9780749472634
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
12365146
System control number
(NhCcYBP)12365146

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