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Garry Titterton, Michele Fioroni, "Brand Storming: Managing Brands in the Era of Complexity"

In a time when communications touch points are in a great state of flux, Brand Storming builds on the core principles of smart branding and demonstrates how to evolve brand essence to accommodate and leverage environmental change. It's every brand builder's textbook for the new millennium. --- Arthur Selkowitz, Retired Chairman Executive Officer, D Arcy, Masius, Benton & Bowles<br /><br />Brand Storming challenges the conventional wisdom on brand personalization to show you how to develop emotional and experiential relationships which go far beyond the product s function. It s an evolution in brand management. --- Jay Niblick, Founder and CEO, Innermetrix Inc. Management Consulting<br /><br />In a world that is not just increasingly flat but ownership of ideas and therefore brands become increasingly fragmented Brand Storming provides valuable thinking on how to navigate complexity and keep focusing on building relevance and resulting brand value. - --Dick van Motman, President & CEO, DDB China Group

Brand Storming challenges the conventional wisdom on brand personalization to show you how to develop emotional and experiential relationships which go far beyond the product s function. It s an evolution in brand management. --- Jay Niblick, Founder and CEO, Innermetrix Inc. Management Consulting

In a world that is not just increasingly flat but ownership of ideas and therefore brands become increasingly fragmented Brand Storming provides valuable thinking on how to navigate complexity and keep focusing on building relevance and resulting brand value. --- Dick van Motman, President & CEO, DDB China Group

Product Description

The brand has pervaded the entire field of human existence, filled every corner of the planet even the most remote ones and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today s society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a compass with which to navigate today s complex society. This book proposes a refinement of the brand s role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helps business managers and students to understand the principles of branding.

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