Excellence In Brand Advertising

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Excellence in Advertising

Author : Leslie Butterfield
Publisher : Routledge
ISBN 13 : 113640452X
Total Pages : 304 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Excellence in Advertising by : Leslie Butterfield

Download or read book Excellence in Advertising written by Leslie Butterfield and published by Routledge. This book was released on 2009-11-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession. The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered. The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others. Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising: Building successful brands Strategy development The analysis and interpretation of qualitative research Creative briefing Media strategy AND NEW IN THIS EDITION: Managing relationships Evaluating advertising Loyalty Shareholder value Total communication strategy Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis. Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.

Excellence in Brand Advertising

Author : Jim Osterman
Publisher : Visual Reference Publications
ISBN 13 : 9781584710813
Total Pages : 216 pages
Book Rating : 4.7/5 (18 download)

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Book Synopsis Excellence in Brand Advertising by : Jim Osterman

Download or read book Excellence in Brand Advertising written by Jim Osterman and published by Visual Reference Publications. This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Excellence in Advertising

Author : Leslie Butterfield
Publisher : Routledge
ISBN 13 :
Total Pages : 300 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Excellence in Advertising by : Leslie Butterfield

Download or read book Excellence in Advertising written by Leslie Butterfield and published by Routledge. This book was released on 1997 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: While many books on advertising are written by those whose direct experience of the industry is either very limited or else rather distant in time, Excellence in Advertising has been created by a group of people who are very directly involved in the UK advertising business currently, and are at the very top of their profession. The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Paul Feldwick, Bruce Haines, Roddy Glen and so on. Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising. Topics include: building successful brands; strategy development; the analysis and interpretation of qualitative research; creative briefing; managing creatives; making the most of media; the defensive role of advertising. Combining classic thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis. Leslie Butterfield is Chairman and Planning Director of Butterfield Day Devito Hockney, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular speaker at advertising conferences and seminars. He has been Chairman of the IPA's Training & Development Committee since 1989 and is a Fellow of the IPA. Endorsed by the IPA and the CIM. Features leading figures in the advertising business including John Bartle, Peter Doyle and Steve Henry Book based on IPA's highly-rated training courses

Advertising Excellence

Author : Courtland L. Bovée
Publisher :
ISBN 13 : 9780071138529
Total Pages : 561 pages
Book Rating : 4.1/5 (385 download)

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Book Synopsis Advertising Excellence by : Courtland L. Bovée

Download or read book Advertising Excellence written by Courtland L. Bovée and published by . This book was released on 1995 with total page 561 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Excellence

Author : Hugh Burkitt
Publisher : John Wiley & Sons
ISBN 13 : 047006093X
Total Pages : 388 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis Marketing Excellence by : Hugh Burkitt

Download or read book Marketing Excellence written by Hugh Burkitt and published by John Wiley & Sons. This book was released on 2007-01-30 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours. Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in Marketing Excellence.

Advertising Excellence

Author : Bovee
Publisher :
ISBN 13 : 9780070745933
Total Pages : pages
Book Rating : 4.7/5 (459 download)

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Book Synopsis Advertising Excellence by : Bovee

Download or read book Advertising Excellence written by Bovee and published by . This book was released on 1995-01-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Excellence 3

Author : Hugh Burkitt
Publisher : Kogan Page Publishers
ISBN 13 : 0749473797
Total Pages : 278 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Marketing Excellence 3 by : Hugh Burkitt

Download or read book Marketing Excellence 3 written by Hugh Burkitt and published by Kogan Page Publishers. This book was released on 2014-11-03 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis. Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.

Beloved Brands

Author : Graham Robertson
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781983625886
Total Pages : 228 pages
Book Rating : 4.6/5 (258 download)

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Book Synopsis Beloved Brands by : Graham Robertson

Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Competitive Success

Author : John A. Davis
Publisher : John Wiley & Sons
ISBN 13 : 0470998229
Total Pages : 423 pages
Book Rating : 4.4/5 (79 download)

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Book Synopsis Competitive Success by : John A. Davis

Download or read book Competitive Success written by John A. Davis and published by John Wiley & Sons. This book was released on 2010-02-15 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. The book presents a comprehensive review of the entire brand spectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement

Digital Marketing Excellence

Author : Dave Chaffey
Publisher : Taylor & Francis
ISBN 13 : 1000610918
Total Pages : 677 pages
Book Rating : 4.0/5 (6 download)

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Book Synopsis Digital Marketing Excellence by : Dave Chaffey

Download or read book Digital Marketing Excellence written by Dave Chaffey and published by Taylor & Francis. This book was released on 2022-07-22 with total page 677 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Advertising Excellence

Author :
Publisher :
ISBN 13 : 9780070068544
Total Pages : pages
Book Rating : 4.0/5 (685 download)

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Book Synopsis Advertising Excellence by :

Download or read book Advertising Excellence written by and published by . This book was released on 1995 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

eMarketing eXcellence

Author : PR Smith
Publisher : Routledge
ISBN 13 : 113600338X
Total Pages : 357 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis eMarketing eXcellence by : PR Smith

Download or read book eMarketing eXcellence written by PR Smith and published by Routledge. This book was released on 2012-10-12 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'eMarketing eXcellence' offers an exciting new approach to help you build a customer-driven e-business. As the core text for the CIM's E-marketing award, the book offers a highly structured and accessible guide to a critical subject, providing a useful reference point for all students and managers involved in marketing strategy and implementation. A practical guide to creating and executing e-marketing plans, this book combines established approaches to marketing planning with the creative use of new e-models and e-tools. It is designed to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing. The book shows how to: · Draw up an outline e-marketing plan · Evaluate and apply e-marketing principles & models · Integrate online and offline communications · Implement customer-driven e-marketing · Reduce costly trial and error · Measure and enhance your e-marketing · Drive your e-business forward As the core text for the CIM's new professional E-marketing Award, it provides comprehensive, critical coverage of the key areas of e-marketing planning for marketing professionals. Established marketing concepts such as customer relationship management, the marketing mix and the widely adopted SOSTAC® planning system, are re-examined in the new media context - and new approaches are defined, including business models, traffic building and web site design.

R.E.D. Marketing

Author : Greg Creed
Publisher : HarperCollins Leadership
ISBN 13 : 140022330X
Total Pages : 289 pages
Book Rating : 4.4/5 (2 download)

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Book Synopsis R.E.D. Marketing by : Greg Creed

Download or read book R.E.D. Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.

Performance Excellence in Marketing, Sales and Pricing

Author : Marc Helmold
Publisher : Springer Nature
ISBN 13 : 3031100972
Total Pages : 286 pages
Book Rating : 4.0/5 (311 download)

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Book Synopsis Performance Excellence in Marketing, Sales and Pricing by : Marc Helmold

Download or read book Performance Excellence in Marketing, Sales and Pricing written by Marc Helmold and published by Springer Nature. This book was released on 2022-09-06 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence. Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.

Digital Marketing Excellence

Author : Dave Chaffey
Publisher : Taylor & Francis
ISBN 13 : 1000610942
Total Pages : 728 pages
Book Rating : 4.0/5 (6 download)

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Book Synopsis Digital Marketing Excellence by : Dave Chaffey

Download or read book Digital Marketing Excellence written by Dave Chaffey and published by Taylor & Francis. This book was released on 2022-07-22 with total page 728 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Branding Unbound

Author : Rick MathiesonR
Publisher : AMACOM
ISBN 13 : 0814428908
Total Pages : 256 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Branding Unbound by : Rick MathiesonR

Download or read book Branding Unbound written by Rick MathiesonR and published by AMACOM. This book was released on 2005-08-19 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you’re in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy. Are people simply tuning out marketing messages? No. They’re simply choosing which messages to tune in. Thanks to wireless technology, customers now have the luxury of responding (or not responding) to advertising when, where, and however they like. Leading companies such as Wal-Mart, McDonald’s, Starbucks, Kellogg’s, NBC, MTV, Procter & Gamble, DaimlerChrysler, and others are already reaching millions of customers, one at a time, wirelessly. The technology gives these companies an unprecedented view of buying patterns and the ability to identify and market specifically to the most likely customers. In Branding Unbound, author Rick Mathieson reveals how your business can emulate some of the most powerful and successful branding strategies in the world. In addition, Mathieson has conducted exclusive, insightful Q&As with some of the modern legends of cutting-edge marketing and business: * Seth Godin, author of Permission Marketing, Unleashing the Idea Virus, and Purple Cow, discusses permission marketing in a wireless landscape. * Tom Peters, ""the father of the postmodern corporation"" and author of The Brand You 50 and In Search of Excellence, offers the Peters Principles for the wireless era. * Don Peppers, world-renowned marketing thought leader and author of Enterprise One-to-One, talks about how mobility will alter the brand experience. * Christopher Locke, author of The Cluetrain Manifesto and Gonzo Marketing, presents a ""Cluetrain Manifesto"" for the Mobile Age. * Chet Huber, President of OnStar, describes how the demand for in-vehicle services and information will change drivers’ relationships with their vehicles. * Gary Hamel, Chairman of Strategos and author of Leading the Revolution and Competing for the Future, discusses the first priority of the wireless age: strategic transformation. * Howard Rheingold, author of Smart Mobs and The Virtual Community, champions the new ""self-organized entertainment"" of ""flash mobs."" Branding Unbound also offers a jargon-free look at current and emerging wireless technologies, examines the impact of social networking on mBranding strategy, and reveals the Top Ten Secrets of Successful Mobile Advertising. In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this amazing convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers’ attention and win their loyalty.

What is a 21st Century Brand?

Author : Nick Kendall
Publisher : Kogan Page Publishers
ISBN 13 : 0749472634
Total Pages : 432 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis What is a 21st Century Brand? by : Nick Kendall

Download or read book What is a 21st Century Brand? written by Nick Kendall and published by Kogan Page Publishers. This book was released on 2015-04-03 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.