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Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions Hardcover – May 12, 2006

ISBN-13: 978-0470027516 ISBN-10: 0470027517 Edition: 1st

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Editorial Reviews

Review

"...a great addition to brand consumer communication methodology..." (Brand Strategy, June 2006)

"...read it..." (Admap, July 2006)

"…revolutionary…" (The Marketer, October 2006)

About the Author

John Grant co-founded the groundbreaking London advertising agency St Luke’s, and is now a marketing consultant with clients including IKEA, the Ministry of Sound, Diageo and Coca Cola. He is the author of The New Marketing Manifesto (Orion) which was selected as one of the top 10 business books of 1999 by Amazon, and of  After Image (Profile), an industry bestseller. He is known for radical thinking and the industry will be eager to hear and adopt his latest ideas.
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Product Details

  • Hardcover: 330 pages
  • Publisher: Wiley; 1 edition (May 12, 2006)
  • Language: English
  • ISBN-10: 0470027517
  • ISBN-13: 978-0470027516
  • Product Dimensions: 6.4 x 0.9 x 9 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,822,989 in Books (See Top 100 in Books)

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Format: Hardcover
As John Grant explains in his Introduction, these are the four key ideas he examines in this book:

1. "A brand is nothing abstract, like some mysterious essence - it is simply the sum of ideas associated with it."

2. "Over time, the brand becomes like a molecule. Built up of successive and connected ideas."

3. "The way to manage brands is coherence, not consistency."

4. "Brands, like stories, are supposed to have a point."

Throughout his narrative, Grant examines each of these ideas with exceptional rigor and eloquence. In Section I, he shares his theory of brand innovation and suggests how to develop a "tight" strategy that will make a brand coherent. In Section II, he shifts his attention to 32 main types of cultural ideas (e.g. communities, habits, crazes) that brands can add to their "molecule." Finally, in Section III, Grant explains how to organize projects and develop new brand ideas as well as new ideas for existing brands.

Here is a representative selection of brief quotations from Grant's book that offer, I hope, some indication of the thrust and flavor of his thinking:

(1) "I have a different definition of a brand to offer:

A BRAND IS A (CLUSTER OF) STRATEGIC) CULTURAL IDEAS

I will explore the two (bracketed) other parts of this definition in the following sections. In this section I just want to explore the basis of this definition that:

A BRAND (has something to do with) CULTURAL IDEAS.
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Just finished reading John Grant's latest book, The Brand Innovation Manifesto and I must say that I like how practical it is. On the surface I suppose that sounds like an understated compliment but what I mean is that it's not just another marketing book that is entrenched in rhetoric and theory without `real life' applicability.

The other thing I like is that John isn't afraid to (publicly) challenge conventional marketing tools like the ubiquitous and sacred brand onion. This challenge is especially timely with Lord Saatchi advocating the reduction of brands to `one word equity' last week in Cannes.

John leaves us wondering why we seem to be hell bent on condensing all the richness and nuance that we work so hard to develop (and that characterize modern) brands into one word when we should be cultivating active, multi-sensory, experiential brands.

His solution is the 'brand molecule' - a "cluster of strategic cultural ideas" which "allow a more dynamic, evolving view of brands". Grant then supplements the theory with a manifesto of 32 brand elements including real-life examples.
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