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Living Brands: Collaboration + Innovation = Customer Fascination [Hardcover] Review
A new approach to branding for the 21st century.
Nadeau, advertising and branding pioneer extraordinaire, starts with a simple and reasonable premise: The job of advertisers should not be to invent consumer needs, but to fill existing desires. The advent of technology, he argues, has created an empowered consumer that has more say than ever in how brands are created and evolve. Drawing from his own set of diverse experiences in the business, as well as those of his eclectic and creative industry friends, he reveals the six "secrets" of connecting with consumers and establishing your brand as a personal part of their lives and identities. Through interviews, case studies and a keen observation of cultural trends and human psychology, Nadeau shows the reader what works in advertising and marketing, what doesn't, and why. What differentiates this book from other "advertising guru" books on the market is both Nadeau's incredible pop-culture savvy, and his thoughtful, intellectual and ethical treatment of his subject.
A smart, fun and inspirational read that will change the way you look at marketing.--Kirkus Reviews
(Kirkus Reviews )
WHAT'S A “LIVING” BRAND?
It's listening to your customers-and collaborating with them for life.
“Living Brands signals the beginning of consumer empowerment, as Raymond Nadeau shows the way to a much-needed renaissance in advertising creativity.”-George Lois, legendary advertising pioneer
“Living Brands delivers a prescription for what is required to be successful in today's marketplace.”-Ivy Ross, Executive Vice President, Design and Development, Old Navy, Gap Inc.
“Sweetface's success and the phenomenon of Tommy Hilfiger were built on a foundation of cultural collaboration. Living Brands just let the secret of our success out of the bag.” -Andy Hilfiger, SVP of Music and Entertainment, Tommy Hilfiger Corporation
“Living Brands defines marketing's new gold standard. We all knew it was coming. With the printing of this book, we now all know it's here.”-Irene Gazis, Client Communications Director, OMD US
“Discovery marketing has been the cornerstone of success for Ketel One. This book captures key insights that are valuable for any brand leader.”-William L. Eldien, President, Nolet Spirits USA
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