The brand innovation manifesto: how to build brands, redefine markets and defy conventions / John Grant

Brand theory revisited : Challenges to the old model of branding ; From ad idea to media-neutral idea ; The old school ; Protestant vs catholic: the battle for brand theory : A new theory of branding ; What is a brand? ; Brand as strategic cultural idea ; Brand as a cluster of cultural ideas ; The brand innovation imperative ; Hybrid vigour: brand partnerships, feuds, leaps and properties ; The equivalence of brand creation and brand communication ; A shift from targeting an audience to adoption ; Establishing new lifestyles : The trouble with trends ; The difference between cultural trends and STEPSs ; Real trends ; Made-up trends : Strategy: finding a cultural logic ; Problem finding ; Finding a third way ; A bigger context or market ; Outside-in thinking ; Brand archaeology ; Brand renaissance ; What is the other side of the story ; Strategy as scripting ; What is lacking ; The cultural RNA ; What are we here to do? ; Busting the tradeoff in your market ; Model a distant parallel ; Information saturation ; Deconstruction, reconstruction ; Demolish the "Ad in your head" ; Rekindle your curiosity ; Bringing the strategy to a point of focus -- A typology of brand ideas : Builgind your molecule: 32 brand elements ; A periodic table for brand ideas : New traditions ; Habit ideas ; Spectacular ideas ; Leadership ideas ; Organisation ideas : Belief systems ; Cognitive ideas ; Appreciation ideas ; Faith ideas ; Atlas Ideas : Time ; Regressive ideas ; Now ideas ; Nostalgia ideas ; Calendar ideas : Herd instinct ; Initiation ideas ; Crowd ideas ; Clan ideas ; Craze ideas : Connecting ; Co-authored ideas ; Socialising ideas ; Cooperative ideas ; Localised ideas : Luxury ; Concierge ideas ; Plenty ideas ; Exclusive ideas ; Exotic ideas : Proactive ; Erotic ideas ; Cathartic ideas ; Scandal ideas ; Radical ideas : Control ; Personalised ideas ; In-control ideas ; Compoetition ideas ; Grading ideas -- Developing brand strategies : Developing new brand ideas in practice ; Organised chaos vs corporate constipation ; Using the 32 culturla ideas: reframing ; Example: Let's kill lynx ; Logical conclusions