Un brandable
Subtitle: #HowToSucceedInTheNewBrandSpace
By: #AdamNStone
Publisher: Thames & Hudson Inc.
Published: 2015
Place of publication: London; New York
Language: eng
Number of pages: 184
ISBN-13: 9780500291924
Subjects: Brand name products; Branding (Marketing); Advertising
Other titles: Unbrandable : how to succeed in the new brand place
Description: The Unbrandables are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment. Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds. Unbrandable is the guide, as much as there can be one, to imitating these companies successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place among them, Berlin and Sao Paulo that flourishes on unbrandable principles." Review: Adam N. Stone has identified a subculture that refuses to crow up, settle or sell out. But will they buy in? To answer that question, Stone defines the space where brands must operate if they are to reach the unbrandables.
Notes: "Adam N. Stone, aka King Adz, is an advertising and brand professional, a filmmaker and an author. His previous books include The Urban Cookbook, Blek le Rat (as coauthor) and The Stuff You Can't Bottle."--Back cover.

Includes bibliographical references (pages 179-180) and index.
Table of contents: title: Introduction: It's All changed; title: Again; title: 55 Moments in Unbrandable Time; title: Unbranded Brands: The Beastie Boys; title: Unbranded People: Marylin Cayrac; title: Define 'Brand'; title: Unbranded Brands: Phonebloks; title: A Short History of Mass-Marketing; title: Unbranded Brands: Fat Willy's Surf Shack; title: Product vs Brand; title: Unbranded Brands: Village Voice; title: Words with the Shaman: Jeremy Brown; title: Unbrandable Places: Berlin; title: Unbranded Brands: In-N-Out Burger; title: Manufactured Desire; title: A Poem by Tony Kaye; title: Unbrandable People: Tarryn-Lee Lamb Warner; title: Unbranded Brands: Nudie Jeans; title: Consumption; title: Unbrandable People: Chuck; title: Unbranded Brands: John Altman; title: Words with the Shaman: Denzyl Feigelson; title: Unbrandable People: Gili; title: Unbranded Brands: Deus Ex Machina; title: Unbrandable People: Josie Long; title: Unbranded Brands: The Pirate Bay; title: It's About Telling YOur Story; title: Words with the Shaman: Omaid Hiwaizi; title: Unbranded Brands: Shakespeare and Company; title: Unbrandable Places: São Paulo; title: Unbrandable People: Alan Cooper; title: The Art of Selling and Buying; title: Words with the Shaman: Joey Elgersma; title: Unbrandable Places: Spuistraat, Amsterdam; title: Unbranded Brands: Muji; title: Advertising 3.0: Content Still Rules, OK!; title: Unbrandable People: Douglas Tompkins; title: Unbranded Brands: Patta; title: Emerging Markets; title: Unbradable Places: Freetown, Kigali; title: Unbranded Brands: Nokia; title: Brands Doing Good; title: Unbrandable Places: The Mars Bar, New York; title: Unbrandable People: Roger Ballen; title: Unbranded Brands: Mojang/Minecraft; title: New Methods of Research; title: Words with the Shaman: Leroy Tulip; title: Unbranded People: Haas & Hahn; title: Unbranded Brands: NPR and PBS; title: Unbrandable People: Beppe Grillo; title: Unbrandable Places: Forte Prenestino, Rome; title: An Unbrandable Moment: Trainspotting; title: Unbrandable People: Annie Leonard; title: No One Really Knows Anything; title: Unbrandable People: Jennifer M.; title: Words with the Shaman: Frank Sinatra Jr; title: Ten Ways to Unbrandable; title: The Last Word.