Brand new brand thinking : brought to life by 11 experts who do / edited by Merry Baskin and Mark Earls.
Material type:
TextPublication details: London : Kogan Page, 2002.Description: x, 212 p. : ill. ; 24 cmISBN: - 0749436786
- 9780749436780
- HF6161.B4 B67
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Methodist University Library Main General Stacks | Reference | HF6161. B67 (Browse shelf(Opens below)) | Available | 8287 | |||||||||||||
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Methodist University Library Main General Stacks | HF6161.B72 (Browse shelf(Opens below)) | Available | 1098 | ||||||||||||||
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Methodist University Library Main General Stacks | HF6161.B72 (Browse shelf(Opens below)) | Available | 1097 |
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.
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