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.