Unbrandable: How to Succeed in the New Brand Space [Pehme köide]

  • Formaat: Paperback / softback, 184 pages, kõrgus x laius x paksus: 229x166x18 mm, kaal: 560 g
  • Ilmumisaeg: 01-Apr-2015
  • Kirjastus: Thames & Hudson Ltd
  • ISBN-10: 0500291926
  • ISBN-13: 9780500291924
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  • Formaat: Paperback / softback, 184 pages, kõrgus x laius x paksus: 229x166x18 mm, kaal: 560 g
  • Ilmumisaeg: 01-Apr-2015
  • Kirjastus: Thames & Hudson Ltd
  • ISBN-10: 0500291926
  • ISBN-13: 9780500291924
Brilliantly analyzes the brands that are reaching a new generation of skeptical consumers with a more authentic approach

The “Unbrandables” are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment.Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds.Unbrandable is the guide, as much as there can be one, to imitating these companies’ successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place—among them, Berlin and Sao Paulo—that flourishes on unbrandable principles.

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'A thought-provoking read' - Canary Wharf Magazine

Muu info

A street-smart guide to branding and consumption in the new 'Unbrandable' world, where authenticity takes precedence over materialism
Introduction: It's All Changed -- Again 8(8)
55 Moments in Unbrandable Time
#1 Unbranded Brands: The Beastie Boys
16(3)
#2 Unbrandable People: Marylin Cayrac
19(2)
#3 Define `Brand'
21(5)
#4 Unbranded Brands: Phonebloks
26(2)
#5 A Short History of Mass-Marketing
28(3)
#6 Unbranded Brands: Fat Willy's Surf Shack
31(2)
#7 Product vs Brand
33(4)
#8 Unbranded Brands: Village Voice
37(2)
#9 Words with the Shaman: Jeremy Brown
39(6)
#10 Unbrandable Places: Berlin
45(3)
#11 Unbranded Brands: In-N-Out Burger
48(4)
#12 Manufactured Desire
52(3)
#13 A Poem by Tony Kaye
55(2)
#14 Unbrandable People: Tarryn-Lee Lamb Warner
57(2)
#15 Unbranded Brands: Nudie Jeans
59(2)
#16 Consumption
61(7)
#17 Unbrandable People: Chuck
68(1)
#18 Unbranded Brands: John Altman
69(2)
#19 Words with the Shaman: Denzyl Feigelson
71(4)
#20 Unbrandable People: Gili
75(2)
#21 Unbranded Brands: Deus Ex Machina
77(2)
#22 Unbrandable People: Josie Long
79(1)
#23 Unbranded Brands: The Pirate Bay
80(2)
#24 It's About Telling Your Story
82(3)
#25 Words with the Shaman: Omaid Hiwaizi
85(4)
#26 Unbranded Brands: Shakespeare and Company
89(2)
#27 Unbrandable Places: Sao Paulo
91(2)
#28 Unbrandable People: Alan Cooper
93(2)
#29 The Art of Selling and Buying
95(6)
#30 Words with the Shaman: Joey Elgersma
101(3)
#31 Unbrandable Places: Spuistraat, Amsterdam
104(2)
#32 Unbranded Brands: Muji
106(1)
#33 Advertising 3.0: Content Still Rules, OK!
107(4)
#34 Unbrandable People: Douglas Tompkins
111(2)
#35 Unbranded Brands: Patta
113(2)
#36 Emerging Markets
115(3)
#37 Unbrandable Places: Freetown, Kigali
118(2)
#38 Unbranded Brands: Nokia
120(2)
#39 Brands Doing Good
122(2)
#40 Unbrandable Places: The Mars Bar, New York
124(2)
#41 Unbrandable People: Roger Ballen
126(2)
#42 Unbranded Brands: Mojang/Minecraft
128(2)
#43 New Methods of Research
130(4)
#44 Words with the Shaman: Leroy Tulip
134(4)
#45 Unbrandable People: Haas & Hahn
138(2)
#46 Unbranded Brands: NPR and PBS
140(2)
#47 Unbrandable People: Beppe Grillo
142(2)
#48 Unbrandable Places: Forte Prenestino, Rome
144(1)
#49 An Unbrandable Moment: Trainspotting
145(5)
#50 Unbrandable People: Annie Leonard
150(4)
#51 No One Really Knows Anything
154(3)
#52 Unbrandable People: Jennifer M.
157(1)
#53 Words with the Shaman: Frank Sinatra Jr
158(5)
#54 Ten Ways to Unbrandable
163(12)
#55 The Last Word
175(2)
Sources 177(2)
Further Reading and Watching 179(2)
The Guest List 181(2)
Index 183
Adam N. Stone (aka King Adz) is an internationally published author, screenwriter, and TED alumnus who specializes in creating original content for page and screen, as well as for brands.