After Image: Mind-Altering Marketing - Softcover

Grant, John

Softcover

ISBN 10: 1861976402 ISBN 13: 9781861976406

Publisher: Profile Books Ltd, 2003

Synopsis

By one of the leading lights in the new marketing revolution, this pioneering book draws from the latest findings in business theory, cognitive neuroscience and social research, to provide a new direction and system for marketing. Instead of relying on the traditional (image-based) approach, Grant argues companies should now direct their efforts at building shared meaning and learning - through interactive and non-traditional media - as the basis for marketing. For anyone involved directly or indirectly with marketing, this highly acclaimed book is essential reading. '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 'A much needed contribution to the practice of marketing ... the reader will be greatly rewarded by this splendid book.' Professor Gerald Zaltman, Harvard Business School 'We need to rethink branding in terms of concept not image. This book brings the whole subject up to date.' Hermann Hauser, entrepreneur and co-founder of Amadeus Capital

About this title

Review:

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)

After Image is a much needed contribution to the practice of marketing. It is provocative yet well founded in basic research. It is insightful and practical (Prof Gerald Zaltman)

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 edition

• Publisher: Profile Books Ltd
• Publication date: 2003
• ISBN 10: 1861976402
• ISBN 13: 9781861976406
• Binding: Paperback
• Number of pages: 308