Taken by Surprise

R. Klanten

Published by Gestalten Mai 2012, 2012
ISBN 10: 3899554213 / ISBN 13: 9783899554212
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Neuware - kritischer und anspruchsvoller, filtern immer stärker das wirklich Relevante aus der Informationsflut heraus. Damit sind sie für herkömmliche Marken- und Werbebotschaften immer schwerer zu erreichen. 288 pp. Englisch. Bookseller Inventory #

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Synopsis: Today, the most clever brand communication is self-promulgating.
Anyone currently working in brand communication is facing fundamental yet compelling challenges. In an age in which we are flooded with information, consumers are becoming more critical and discerning. They are deploying ever finer filters so that only the most relevant pieces of information ever reach them. Because of this development, traditional brand and advertising messages are far less likely to be seen.
Taken by Surprise is a collection of communication measures that are innovative and relevant enough to overcome these hurdles. It features projects ranging from radical to glamorous, from flashy to subtle. They include limited special edition products resulting from collaborations between brands, artists, and designers; impressive corporate mailings and publications that have become collector's items; as well as guerilla urban interventions and exclusive events.
The brand communication measures introduced in Taken by Surprise are so cleverly planned and disseminated that they become self-promulgating-- either through word of mouth or in the flow of digital information. Target audiences become brand ambassadors, customers become collaborators, and consumption becomes an experience.
Taken by Surprise offers advertising agencies, designers, and marketing departments inspiration for the development of more original, more creative, and more attractive brand communication than ever before.

From the Inside Flap: Taken by Surprise is a collection of communication measures that are innovative and relevant enough to overcome these hurdles. It features projects ranging from radical to glamorous, from flashy to subtle. They include limited special edition products resulting from collaborations between brands, artists, and designers; impressive corporate mailings and publications that have become collector's items; as well as guerilla urban interventions and exclusive events.

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Bibliographic Details

Title: Taken by Surprise
Publisher: Gestalten Mai 2012
Publication Date: 2012
Binding: Buch
Book Condition: Neu

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Von Robert Klanten. Berlin 2012.
ISBN 10: 3899554213 ISBN 13: 9783899554212
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Book Description Geschickte Markenkommunikation verbreitet sich im Informationszeitalter nahezu von selbst. Wer sich heute mit Markenkommunikation befasst, steht vor grundlegenden Herausforderungen. Konsumenten werden kritischer und anspruchsvoller, filtern immer stärker das wirklich Relevante aus der Informationsflut heraus. Damit sind sie für herkömmliche Marken- und Werbebotschaften immer schwerer zu erreichen. Taken by Surprise präsentiert Projekte, die überraschend und relevant genug sind, um diese Hürde zu nehmen. Kommunikationsmaßnahmen zwischen radikal und glamourös, schrill und subtil. Die Bandbreite reicht von limitierten Produkten, die als Signature-Kollaborationen im Zusammenspiel von Marken, Künstlern und Designern entstanden sind, über beeindruckende Mailings und Publikationen, die zu Sammlerstücken wurden, hin zu urbanen Interventionen und exklusiven Events.Die in Taken by Surprise vorgestellten Maßnahmen zur Markenkommunikation sind so geschickt geplant und aufgestellt, dass sie sich im Fluss des Informationszeitalters nahezu von selbst verbreiten. Aus Zielgruppen werden Botschafter, aus Kunden Kollaborateure, aus Konsum wird Erlebnis. Somit bietet Taken by Surprise Werbeagenturen, Designern und Marketing- Abteilungen über 280 Seiten Inspiration für die Entwicklung von originelleren, ausgefalleneren und attraktiveren Konzepten für Markenkommunikation als je zuvor. (Text engl.) 24 x 30 cm, 288 Seiten, zahlreiche farbige Abbildungen, geb. Bookseller Inventory # 587613

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Book Description Die Gestalten Verlag, 2012. Gb - (OVK: 49,90). Book Condition: Wie neu. 280 S. UNBENUTZTE NEUWARE - Restexemplar des Verlags mit nur minimalen äußeren Lagerspuren. Sofort versandfertig! Sprache: Englisch Gewicht in Gramm: 1885. Bookseller Inventory # 50372

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Robert Klanten, Sven Ehmann, Anna Sinofzik
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