Brand new brand thinking :
Merry Baskin
Brand new brand thinking : brought to life by 11 experts who do / edited by Merry Baskin and Mark Earls. - London : Kogan Page, 2002. - x, 212 p. : ill. ; 24 cm.
Includes index
Foreword / Dominic Mills --
Introduction / Merry Baskin and Mark Earls --
Ch. 1. Learning to live without the brand (aka the seven-step programme to personal and professional liberation) / Mark Earls --
Ch. 2. Giving up the ghost in the machine: how to let brand speak for themselves / Adam Stagliano and Damian O'Malley --
Ch. 3. The company brand: looking inside for the vision / Colin Mitchell --
Ch. 4. Brand communication beyond customers / Peter Dann --
Ch. 5. Brand strategy versus brand tactics: tinker, tailor, soldier, sailor --
why strategy should be flexible and tactics are important / John Cronk --
Ch. 6. Time to let go / Peter Wells and Tim Hollins --
Ch. 7. Brands on the brain: new scientific discoveries to support new brand thinking / Wendy Gordon --
Ch. 8. Creative thinking with discipline: practical research applications from brand building theory / Mike Hall --
Ch. 9. Getting out of line: some techniques for creative brand thinking / Karen Hand.
0749436786
9780749436780
Advertising--Brand name products.
Brand name products.
HF6161.B4 / B67
Brand new brand thinking : brought to life by 11 experts who do / edited by Merry Baskin and Mark Earls. - London : Kogan Page, 2002. - x, 212 p. : ill. ; 24 cm.
Includes index
Foreword / Dominic Mills --
Introduction / Merry Baskin and Mark Earls --
Ch. 1. Learning to live without the brand (aka the seven-step programme to personal and professional liberation) / Mark Earls --
Ch. 2. Giving up the ghost in the machine: how to let brand speak for themselves / Adam Stagliano and Damian O'Malley --
Ch. 3. The company brand: looking inside for the vision / Colin Mitchell --
Ch. 4. Brand communication beyond customers / Peter Dann --
Ch. 5. Brand strategy versus brand tactics: tinker, tailor, soldier, sailor --
why strategy should be flexible and tactics are important / John Cronk --
Ch. 6. Time to let go / Peter Wells and Tim Hollins --
Ch. 7. Brands on the brain: new scientific discoveries to support new brand thinking / Wendy Gordon --
Ch. 8. Creative thinking with discipline: practical research applications from brand building theory / Mike Hall --
Ch. 9. Getting out of line: some techniques for creative brand thinking / Karen Hand.
0749436786
9780749436780
Advertising--Brand name products.
Brand name products.
HF6161.B4 / B67