Présentation de l'éditeur
Co-founder of St Luke's advertising agency, John Grant, examines why traditional marketing has run into trouble. He explains why marketing based on brand-image will no longer work and reveals an entirely new system that will - based on new concept developing techniques. John Grant has been part of the new marketing revolution since the mid-1990s when he co-founded advertising agency St Luke's. His book, drawn from findings in business theory, cognitive neuroscience and social research, proposes a new system for marketing. Instead of building false images, he argues, business should now direct its efforts at building shared meaning and learning. Many brands using the old image approach - Levi's, Coca-Cola, Nike, Gap...as well as numerous dot-coms - have run into trouble. The hottest categories now are those which have succeeded in building new knowledge cultures: like wine, personal IT, DIY, alternative medicine, male grooming, organic produce, MP3 music files and the gym. Brands can lead this process as Apple, Starbucks, IKEA and others have shown. The trend has been hastened by a backlash against the values of the consumer society. In this context, brand image advertising is the new junk mail. That's because business, society and media have already changed and marketing is struggling to keep up. The new marketing system, based on interactive and non-traditional media, is illustrated here with case studies of well-known brands and practical applications of the theories to real-world marketing problems. The book is also stuffed with insights, trends and cultural anecdotes.
Biographie de l'auteur
John Grant co-founded advertising agency St Luke's. He now works as a freelance marketing consultant. His recent projects include planning the relaunch of Napster, communicating IKEA's ethical and environmental initiatives and rebranding Sweden as a leading IT Nation. His impressive client list over the last three years includes Arthur Andersen, BT, Capco, Ericsson, GE Capital, Heineken, KWorld, SEB and the UK Cabinet Office, as well as numerous new technology and media start-ups. John is a frequent speaker at global conferences on marketing and has written articles for the Financial Times and Design Council. His previous book The New Marketing Manifesto was picked as one of the Ten Best Business Books of 1999 by Books Online and is one of the few Western marketing books to be published in China.
