Unbrandable : How to Succeed in the New Brand Space, Paperback / softback Book

Unbrandable : How to Succeed in the New Brand Space Paperback / softback

Description

The worlds of branding and consumption are changing.

Helping to set the agenda are what Adam N. Stone designates the `Unbrandables', consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want or that are bad for the environment.

Then there are the `Unbranded' brands, such as Nudie Jeans of Sweden and In-N-Out Burger in California, showing that honesty, transparency and a genuine concern for the planet and their customers' needs are essential when it comes to connecting with a more sceptical audience.

Unbrandable provides advertising and marketing professionals with an invaluable guide to this new landscape.

Divided into fifty-five easy-to- assimilate sections, the book examines what it means to be Unbrandable, for both consumers and producers, and how companies can thrive by taking a more creative, authentic approach to promoting their goods.

Each section focuses on a brand that works, an industry professional who demonstrates the new approaches, an individual who can articulate better than any focus group what the new consumer wants, or a place - Berlin and Sao Paulo among them - that itself flourishes on Unbrandable principles.

Information

  • Format: Paperback / softback
  • Pages: 184 pages
  • Publisher: Thames & Hudson Ltd
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9780500291924

£14.95

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