£24.99

Kogan Page What is a 21st Century Brand?: New Thinking from the Next Generation of Agency Leaders

Name: What is a 21st Century Brand?: New Thinking from the Next Generation of Agency Leaders
Brand: Kogan Page
Price: 24.99 GBP
Availability: InStock

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Description

What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.

Key Features

What Is A 21St Century Brand New Thinking From The Next Generation Of Agency Leaders

Product Type: Abis Book

Brand: Kogan Page

Product Specifications

Brand: Kogan Page
Format: Hardcover
ASIN: 0749472626
Category: Books > Subjects > Business, Finance & Law > Management
Domain: Amazon UK
Release Date: 03 April 2015
Listed Since: 09 August 2014

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Kogan Page What is a 21st Century Brand?: New Thinking from the Next Generation of Agency Leaders

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