After Image: Mind-Altering Marketing

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9780007119493: After Image: Mind-Altering Marketing

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 radical advertising agency St Luke's. His pioneering book, drawn from the latest findings in business theory, cognitive neuroscience and social research, proposes a whole 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 richly 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. It is a fascinating and imaginative voyage into the future of marketing.

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Review:

‘John Grant is like an amusement park for your brain. Instead of spouting simple answers, he takes you on breakneck curiosity rides that jolt you into asking better questions. He doesn't tell you what to think – he makes you want to.’ Lena Simonsen Berge, Marketing Director, IKEA North America;
‘Radical thinking that cuts across business as a whole. If you really want to understand and connect with tomorrow's consumer, read this book
today.’ David Patton, European Vice President of Marketing, Sony PlayStation; ‘John Grant does it again … he has found ways of applying the latest findings about learning, creativity and the brain to marketing … He goes on to show how his well-grounded insights are creating new possibilities for all brands before our very eyes.’ Bill Lucas, Chief Executive, Campaign for Learning and author of Power Up Your Mind.

From the Back Cover:

'After image, what next?'

John Grant has been part of the new marketing revolution since the mid-1990s when he co-founded radical advertising agency St Luke's. His pioneering book, drawn from the latest findings in business theory, cognitive neuroscience and social research, proposes a whole 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 richly 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. It is a fascinating and imaginative voyage into the future of marketing.

"About this title" may belong to another edition of this title.

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