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£24.95
Explores, illustrates and defines a new set of rules for brand behaviour in the digital age
Overview
Almost overnight the digital revolution has turned the rules of branding on their head. What matters now is not size, but attitude: flexible, agile, transparent in actions, global in mindset. The campaigns in this book enable small companies to think big – and force big companies to act small.
This new guide to success in the contemporary communications age illustrates and defines a new set of rules for brand behaviour in the digital age – showcased in 150 of the most innovative recent campaigns.
Packed with vital content and analysis:
• 17 fundamental groundrules for everyone in advertising, communications and business
• Defines a new set of rules for brand behaviour in the digital age, detailing 17 mantras for success
• Features many seminal campaigns and analyses their success, including Cadbury’s ‘Drumming Gorilla’ and Tate’s ‘Your Collection’
Product Information
Book Details
Format: PLC (no jacket)
Size: 24.5 x 22.0 cm
Extent: 400 pp
Publication date: 27 October 2008
ISBN: 9780500514160
Contents List
Introduction • Be Playful • Be Contextual • Be Spectacular • Be Contagious Be Intriguing • Be a Storyteller • Be 24/7 • Be Transparent Be Experimental • Be Personal • Be Sociable • Be Collaborative • Be Co- Creative • Be Ownable • Be Useful • Be Supportive • Be Green • Index
About the Author
Tom Himpe is a freelance creative media strategist. He is the author of Advertising is Dead. Long Live Advertising! also published by Thames & Hudson.
