What is a 21st century brand?
Subtitle: new thinking from the next generation of advertising leaders
By: edited by Nick Kendall
Publisher: Kogan Page
Published: 2015
Language: eng
Number of pages: 416
ISBN-13: 9780749472627
Subjects: Brand name products; Branding (Marketing)
Other titles: What is a twenty first century brand?
Description: "The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the "MBA of brands." The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications. What is a 21st Century Brand? is not just a collection of the best essays from the last ten years (since the beginning of the program), it also allows the authors, who have gone on to have successful careers at agencies such as Saatchi & Saatchi, Ogilvy & Mather, and BBDO, to come back and analyze and comment on their original thesis in light of what they know now. It also includes new writing from leading industry thinkers including Stephen Woodford, Chairman at Lexus, and David Wilding, Director of Planning at Twitter UK.With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, What is a Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organized to deliver it"--

"What is a 21st Century Brand? celebrates 10 years of the IPA Excellence Diploma, showcasing the very best talent and thought leadership from the past decade. Edited by Nick Kendall and produced in partnership with the IPA, the book features original papers from the diploma, fresh analysis of their work by the delegates themselves and new writing from leading industry thinkers including Mark Earls, Stephen Woodford, David Wilding and Ian Priest. With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, or provocations, What is a 21st Century Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organised to deliver it. With contributions from past candidates now at agencies such as Agency Republic, The Bakery, BBDO, BBH, DDB, Karmarama, MEC, Naked Communications, Saatchi and Saatchi and Ogilvy and Mather, it covers cutting-edge thinking across all areas of advertising and highlights that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism. By providing insight from multiple perspectives, it is ideal for advertising professionals and planners wishing to further understand brands to advance their careers"--
Notes: Includes bibliographical references and index.
Table of contents: title: Background: What is the IPA Excellence Diploma? / Nick Kendall; title: Acknowledgements; title: Foreword: I believe we must professionalize / Stephen Woodford; title: Introduction: How to read this book and some observations / Nick Kendall; title: I believe the pendulum has swung too far / Nick Kendall; title: Part One What is a brand?; title: Section overview: I believe we must consider a brand's behaviour, not just what a brand is / Mark Earls; title: 01 I believe brand is a word that has outlived its usefulness / Nick Docherty; title: 02 I believe in the Darwinian evolution of brands / Ian Edwards; title: 03 We believe the people should control the means of branding / David Bonney; title: 04 I believe in gaming your brand / Tim Jones; title: 05 I believe in a brand new religion / Graeme Douglas; title: 06 I believe communities are the future of brand communications / John V Willshire; title: 07 I believe brands should go supergnova / James Borrodell Brown; title: Part Two What is brand ideas; title: Section overview: I believe we must abandon 'either or' and embrace the power of 'both and' / David Wilding; title: 08 I believe that children are our future / Faris Yakob; title: 09 I believe in the power of the self-fulfilling prophecy / David Young; title: 10 I believe in the age of osmosis / Alex Dunsdon; title: 11 I believe it's what brands don't say that matters / Pete Buckley; title: 12 I believe brands must be superhuman / Emily Fairhead-Keen; title: 13 I believe that brands should embrace the dark side / Simon Robertson; title: 14 Hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning; title: Part Three How should we organize to deliver?; title: Section overview: I believe we need to ADAPT / Ian Priest; title: 15 I believe that the future of brands depends on confronting complexity / Gethin James; title: 16 Data is our future: welcome to the age of infomagination / Matt Sadler; title: 17 I believe brands need to adopt an outside-in brand management approach / Sam D'Amato; title: 18 I believe we must manage brand ideas from the bottom up / Tom Roach; title: 19 I believe it's time for a new system for leading beliefs / Ross Farquhar; title: 20 I believe brands must shift from vanity to value / Matthew Philip; title: Outro: I believe that the Excellence Diploma transforms careers / Patrick Mills.