Contrarian Branding
Stand Out by Camouflaging the Competition
(Sprache: Englisch)
The world is busier than ever. One of the majorchallenges for brands is how to stand out from thecompetition: brands competing for market share,new brands that are being introduced, and indeedpoliticians fighting for attention in a crowded arena.The answer...
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The world is busier than ever. One of the majorchallenges for brands is how to stand out from thecompetition: brands competing for market share,new brands that are being introduced, and indeedpoliticians fighting for attention in a crowded arena.The answer is certainly not to create more andmore messages. Instead, brand managers shouldbe able to craft 'polar' brand associations. This bookshows how brands catch the eye by creating polarity.This goes further than just being different. It's asophisticated technique to set brands apart from allother competitors in a radical way. This can be doneby creating brand associations that radically split acompetitive field into absolute opposites or are ableto reconcile these in unexpected ways. Lightheartedlyand with a wealth of examples, the bookdescribes unique ways of guaranteeing that brandscreate a break through. Contrarian Branding is amust for brands eager to stand out from the crowd.
Autoren-Porträt von Roland, van der Vorst
Prof. dr. van der Vorst is Managing Director of FreedomLab and Professor of Strategic Design for Brand Development at TU Delft, The Netherlands. Roland has always worked at the crossroads of strategic and creative thinking and is considered a thought leader in the field of strategic brand management. Roland has been a chairman of BBDO Netherlands, launched his own agency (THEY) and has been an entrepreneur in Singapore.
Bibliographische Angaben
- Autor: Roland, van der Vorst
- 2018, 192 Seiten, mit farbigen Abbildungen, Maße: 14,9 x 21,6 cm, Kartoniert (TB), Englisch
- Verlag: Laurence King Publishing
- ISBN-10: 9063694636
- ISBN-13: 9789063694630
- Erscheinungsdatum: 21.11.2017
Sprache:
Englisch
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