Living Brands: Collaboration + Innovation = Customer Fascination: Collaboration + Innovation = Customer Fascination by Raymond NadeauLiving Brands: Collaboration + Innovation = Customer Fascination: Collaboration + Innovation = Customer Fascination by Raymond Nadeau

Living Brands: Collaboration + Innovation = Customer Fascination: Collaboration + Innovation =…

byRaymond Nadeau

Hardcover | October 13, 2006

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A Brand-New Approach to Brand-Building.

For Consumers. For Companies. For Life.

If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeau's dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers' lives.

Living Brands is based on a passion for understanding consumers' lives and their existing needs. It uses the latest strategies of consumer collaboration to create a more culturally evolved, emotionally engaged, holistic connection to consumers. As one of the marketing industry's global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesn't in today's consumer-savvy market. Packed with interviews from today's finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers' needs. You'll learn about

  • Five Top Global Trend Agencies, which come together for the first time to provide insight into customer collaboration
  • Culture Casting, a new model of consumer segmentation
  • Consumer as Creator, a new concept of brand-building based on actual lifestyles, as well as creating what Nadeau calls brand biospheres
  • Megatrends, the four must-have ingredients for living brands
  • The Focus Group Hoax, the difference between what consumers say and what they really mean

    Living Brands gives you all the tools you need to adapt your brand to an ever-changing world of consumers, options, and interests. It's the intelligent way to respond to consumers' realities-and the only true way to build stellar brands that will stand the test of time.

Raymond A. Nadeau is the founder of the agency LBLM (Living Brands, Living Media) and the former vice president of new ideas, global creative director for Coty Inc, Coty Beauty, and the Lancaster Group. He is currently helping to define “branded entertainment” as the executive creative consultant for the Turner Media Group, and he also...
Title:Living Brands: Collaboration + Innovation = Customer Fascination: Collaboration + Innovation =…Format:HardcoverDimensions:9.1 × 6.7 × 1 inPublished:October 13, 2006Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071466142

ISBN - 13:9780071466141


Editorial Reviews

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