The Contagious Commandments: Ten Steps to Brand Bravery - Hardcover

Kemp-Robertson, Paul; Barth, Chris

Hardcover

ISBN 10: 0241328969 ISBN 13: 9780241328965

Publisher: Portfolio Penguin, 2018

Synopsis

Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?

Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution.

Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.

About this title

Review

Few have had their finger on the pulse of marketing in this brave new landscape quite like Paul Kemp-Robertson and the team at Contagious (Mark Tutssel Executive Chairman & Chief Creative Officer, Leo Burnett Worldwide)

If you work in marketing, or if you're simply fascinated by the effect creative ideas can have, this book is a must-read. Full of the most compelling and disruptive ideas, it offers a practical framework to ignite exceptional ideas

(Stephan Loerke Chief Executive Officer, World Federation of Advertisers)

Contagious has an encyclopaedic knowledge of what cutting edge creative is. Of the digital world and technologies that are fuelling creativity. He is also one of the best minds and nicest people in our industry. What a treat to have access to all that in this wonderful book (Carter Murray Worldwide CEO, FCB)

A must read for the modern marketer (Fernando Machado CMO, Burger King)

A brilliant riposte to those who believe that all modern advertising is soulless, mechanical and computerised (Rick Webb COO of TimeHop, co-founder of The Barbarian Group, author of Agency: Starting a Creative Firm in the Age of Digital Marketing)

In this world of ever louder and more irrelevant marketing crap, The Contagious Commandments is a clear, practical and compelling guide to creating brilliant campaigns that really stand out and get people to engage. This is one bug you have to catch (Alain Groenendaal President & CEO, Grey Group Europe)

Enthusiasm can be infectious. In a world which questions the relevance of advertising, here is the bible for brands built in a more modern age. This fantastic book details the most enthusiastic communications campaigns; ones where consumers, fans and punters jump for joy and share with glee. Don't leave home (for work) without it. (James Kirkham Head of Copa 90)

Contagious are world-class in their ability to create communications that capture the imagination of your consumers and in this invaluable book, they teach you how (Ian Wilson Senior Director of Global Digital Marketing Development, Heineken)

A wonderful journey across the ages, from branded prostitute's sandals in ancient Greece, to instagrammable Ice Cream museums, The Contagious Commandments is romp through the very best ideas that have simultaneously created excitement for punters, and growth for the businesses that backed them - an indispensable read. (Jon Wilkins Executive Chairman, Karmarama)

This is the top of the list of any branding book I've read in the past 10 years. It's specific, prescriptive, actionable, and above all, opinionated in all the right ways. Simply love these commandments! (Marc Landsberg Founder & CEO of Social Deviant in Chicago)

About the Author

Paul Kemp-Robertson co-founded the now globally renowned creative and strategic intelligence resource, Contagious, in 2004. Previously, he worked in commercials production and was part of the launch team behind the marketing creativity magazine Shots before going on to become editor, and was later Leo Burnett's worldwide director of creative resources. Paul has written for publications including Business 2.0 and the Guardian and his TEDGlobal talk on alternative currencies has been viewed over one million times. He has a Masters degree from the University of London.

Chris Barth is a Lead Strategist at Contagious, where he oversees a wide variety of projects for brands and agencies in North America, including trend briefings, research reports, creative capabilities training, innovation workshops and collaborative strategic initiatives. Prior to joining Contagious in 2013, Chris worked as a staff writer at Forbes, where he also produced Steve Forbes' Intelligent Investing interview series, which featured conversations with global leaders in economics, business and investing. In the past, he has also been a freelancer at Rolling Stone, an editorial producer at Major League Baseball Advanced Media, and a consultant at Arcadia Solutions.

Edition details

• Publisher: Portfolio Penguin
• Publication date: 2018
• ISBN 10: 0241328969
• ISBN 13: 9780241328965
• Binding: Hardcover
• Language: English
• Number of pages: 304