This image is the cover for the book Brand Innovation Manifesto

Brand Innovation Manifesto

The days of the image brands are over, and new marketing has gone mainstream. The worlds 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. Lukes 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 peoples 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.

John Grant

John Grant, real name Paul Barnett, was the author of over sixty books, of which about one‑third were novels. His The Encyclopedia of Walt Disney’s Animated Characters is regarded as the standard work in its field. As co-editor with John Clute of The Encyclopedia of Fantasy, he received the Hugo, the World Fantasy Award, and several other international awards. He received his second Hugo in 2004 for The Chesley Awards with Elizabeth L. Humphrey and Pamela D. Scoville. As technical editor of the Clute/Nicholls Encyclopedia of Science Fiction he shared a rare British Science Fiction Association Special Award. He died in 2020.
 

Wiley