Unbrandable: How to Succeed in the New Brand Space

Unbrandable: How to Succeed in the New Brand Space
Library Shelf Location 39.STON
Publication Date 2015

Collectively, brands are perhaps the most powerful force in the world. That was also once true of dinosaurs. What is the new brand space that is emerging? What do the new consumers – the ‘Unbrandables’ – want? And how should brands behave?

Helping to set the agenda are what Adam N. Stone designates the 'Unbrandables', consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want or that are bad for the environment.

Then there are the 'Unbranded' brands, such as Nudie Jeans of Sweden and In-N-Out Burger in California, showing that honesty, transparency and a genuine concern for the planet and their customers' needs are essential when it comes to connecting with a more sceptical audience.

'Unbrandable' provides advertising and marketing professionals with an invaluable guide to this new landscape. The book examines what it means to be Unbrandable, for both consumers and producers, and how companies can thrive by taking a more creative, authentic approach to promoting their goods.

Each section of the book focuses on a brand that works, an industry professional who demonstrates the new approaches, an individual who can articulate better than any focus group what the new consumer wants, or a place - Berlin and Sao Paulo among them - that itself flourishes on Unbrandable principles.

ISBN 9780500291924
Quantity 1
Pages 184
Author Adam N Stone
Format Flexi-bound
Publisher Thames and Hudson Ltd, London
Category Advertising
Keywords Branding, Consumerism
Language English

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