Brand Storming: Managing Brands in the Era of Complexity

Hardcover | January 15, 2009

byGarry Titterton, Michele Fioroni

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We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

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From the Publisher

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

GARRY TITTERTON is a Fellow of the Institute of Directors. He also served on the US Advertising Associations Advertising Effectiveness Awards Judging Panel. Titterton was previously, a member of the Royal Institute of Marketing, and he was a member of the American Chamber of Commerce Marketing Committee for three years whilst in Tokyo...
Format:HardcoverDimensions:256 pages, 9.61 × 6.34 × 0.84 inPublished:January 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230222439

ISBN - 13:9780230222434

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Table of Contents

Preface
PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTURE AND CHANGE
The Brand as a Social Phenomenon and Cultural Icon
Brand Religion
Between Past and Present: Nostalgia Branding
PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION
The Human Nature of Brands
The Brands Genetic Clock
Genetic Familiarity: The Brand in Search Of its Roots
Brand Name: The Importance of being Earnest
Brand Sex: A Confused Identity heading towards Androgyny
The Brand between Emotions and Experiences
Brand Senses: The Challenge of Polysensualism
PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK
Building a Frame of Reference between Advantages and Parity
Performance Anxiety and the Illusion of Quality
Brand and Category: A Complex Relationship
Brand Perception and the Power of the Sub-Conscious
PART IV: THE BRAND AS A CITIZEN OF THE WORLD
Developing a Brand in Different Cultural Contexts
Giving a Brand a Passport
The New Frontiers of Brands in a Changing World: The Case of India
PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST
From the Rediscovery of its Roots to Sense and Simplicity: The Case of Philips
Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks
Building a Creed by Promoting a Lifestyle: The Case of Whole Foods
Promoting a Brand through National Identity and a Culture of Consumption: The Case of S. Pellegrino

Editorial Reviews

‘In a time when communications touch points are in a great state of flux, Brand Storming builds on the core principles of smart branding and demonstrates how to evolve brand essence to accommodate and leverage environmental change. It's every brand builder's textbook for the new millennium.’ - Arthur Selkowitz, Retired Chairman Executive Officer, D’Arcy, Masius, Benton & Bowles‘Brand Storming challenges the conventional wisdom on brand personalization to show you how to develop emotional and experiential relationships which go far beyond the product’s function. It’s an evolution in brand management.’ - Jay Niblick, Founder and CEO, Innermetrix Inc. Management Consulting‘In a world that is not just increasingly flat but ownership of ideas and therefore brands become increasingly fragmented Brand Storming provides valuable thinking on how to navigate complexity and keep focusing on building relevance and resulting brand value.’ - Dick van Motman, President & CEO, DDB China Group‘Of all the books out there on brands and branding, Brand Storming does something different. It gives you an intelligent, fascinating perspective on brands and their role in our lives.’ - George W. Singleton, Regional Business Director for Publicis in Asia Pacific‘Many books have been written about marketing that seem to be distanced from the real relationship between brands and consumers. Brand Storming has an inner voice of authenticity. It mines the powerful nuances of brand engagement.’ - Jimmy Lam, President of Asia Pacific Advertising Festival, & Chief Editor of Longyin Chinese Language Advertising Review Magazine"This book offers a different and innovative point of view on branding. It goes beyond the mere economic value of a brand, to include also its cultural, social and psychological dynamics. As such, it provides managers with a useful compass in today's unpredictable and unstable business environment.” - Andrea Ragnetti, Executive Vice President and Member of the Board of Management - Royal Philips Electronics, CEO of Philips Domestic Appliance