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Brand new brand thinking : brought to life by 11 experts who do / edited by Merry Baskin and Mark Earls.

Contributor(s): Baskin, Merry | Earls, Mark | Account Planning Group.
Publisher: New Delhi : Kogan Page, 2004Description: x, 212 p. : ill. ; 23 cm.ISBN: 8175542586 (pbk.).Subject(s): Advertising -- Brand name products | Brand name productsDDC classification: 658.827
Contents:
1. Learning to live without the brand (aka the seven-step programme to personal and professional liberation) - 2. Giving up the ghost in the machine: how to let brands speak for themselves - 3. The company brand: looking inside for the vision - 4. Brand communication beyond customers - 5. Brand strategy versus brand tactics: tinker, tailor, soldier, sailor - why strategy should be flexible and tactics are important - 6. Time to let go - 7. Brands on the brain: new scientific discoveries to support new brand thinking - 8. Creative thinking with discipline: practical research applications from brand building theory - 9. Getting out of line: some techniques for creative brand thinking - 10. Adios to the plan: how improvisation and play can help you become more creative - 11. Lest we forget: homage to some old brand thinking - Index.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.827 BRA (Browse shelf) 1 Available SOMAC,37000,03,AD 5000037670

"APG."

1. Learning to live without the brand (aka the seven-step programme to personal and professional liberation) - 2. Giving up the ghost in the machine: how to let brands speak for themselves - 3. The company brand: looking inside for the vision - 4. Brand communication beyond customers - 5. Brand strategy versus brand tactics: tinker, tailor, soldier, sailor - why strategy should be flexible and tactics are important - 6. Time to let go - 7. Brands on the brain: new scientific discoveries to support new brand thinking - 8. Creative thinking with discipline: practical research applications from brand building theory - 9. Getting out of line: some techniques for creative brand thinking - 10. Adios to the plan: how improvisation and play can help you become more creative - 11. Lest we forget: homage to some old brand thinking - Index.