Brand Storming Managing Brands in the Era of Complexity [Hardcover]

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.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 Brand's 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

'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'sl“Å