Living Brands: Collaboration + Innovation = Customer Fascination (Marketing/Sales/Adv & Promo)

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9780071466141: Living Brands: Collaboration + Innovation = Customer Fascination (Marketing/Sales/Adv & Promo)

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.

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From the Back Cover:

WHAT'S A “LIVING” BRAND?

It's listening to your customers-and collaborating with them for life.

Living Brands signals the beginning of consumer empowerment, as Raymond Nadeau shows the way to a much-needed renaissance in advertising creativity.”-George Lois, legendary advertising pioneer

Living Brands delivers a prescription for what is required to be successful in today's marketplace.”-Ivy Ross, Executive Vice President, Design and Development, Old Navy, Gap Inc.

“Sweetface's success and the phenomenon of Tommy Hilfiger were built on a foundation of cultural collaboration. Living Brands just let the secret of our success out of the bag.” -Andy Hilfiger, SVP of Music and Entertainment, Tommy Hilfiger Corporation

Living Brands defines marketing's new gold standard. We all knew it was coming. With the printing of this book, we now all know it's here.”-Irene Gazis, Client Communications Director, OMD US

“Discovery marketing has been the cornerstone of success for Ketel One. This book captures key insights that are valuable for any brand leader.”-William L. Eldien, President, Nolet Spirits USA

About the Author:

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 is launching the North American office for centdegrés, the world-renowned Paris brand identity agency. Nadeau has developed brand identities, product concepts, and advertising strategies for adidas, Celine Dion, Jennifer Lopez, Marc Jacobs, Kenneth Cole, and many other clients. His groundbreaking Living Brands, Living Media strategy has been profiled in Brandweek and on CNN.

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Book Description McGraw-Hill Companies. Hardcover. Book Condition: New. Hardcover. 288 pages. Dimensions: 8.9in. x 6.0in. x 0.9in.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 Nadeaus 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 industrys global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesnt in todays consumer-savvy market. Packed with interviews from todays finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers needs. Youll 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. Its the intelligent way to respond to consumers realities-and the only true way to build stellar brands that will stand the test of time. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Bookseller Inventory # 9780071466141

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Book Description McGraw-Hill Education - Europe, United States, 2006. Hardback. Book Condition: New. 226 x 152 mm. Language: English . Brand New Book ***** Print on Demand *****. A marketing master reveals how to create brands that tap into customers lifestyles In an era of 24/7 marketing, companies are creating living brands which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers. Raymond Nadeau, the mastermind behind Celine Dion s and Jennifer Lopez s fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines. Key features Thought leaders at five of the world s top branding agencies reveal time-tested secrets of successful branding Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives Based on the author s groundbreaking Living Brands, Living Media strategy, profiled in Brandweek and on CNN Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age s conferences. Bookseller Inventory # APC9780071466141

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Book Description McGraw-Hill Education - Europe, United States, 2006. Hardback. Book Condition: New. 226 x 152 mm. Language: English . Brand New Book ***** Print on Demand *****.A marketing master reveals how to create brands that tap into customers lifestyles In an era of 24/7 marketing, companies are creating living brands which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers. Raymond Nadeau, the mastermind behind Celine Dion s and Jennifer Lopez s fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines. Key features Thought leaders at five of the world s top branding agencies reveal time-tested secrets of successful branding Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives Based on the author s groundbreaking Living Brands, Living Media strategy, profiled in Brandweek and on CNN Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age s conferences. Bookseller Inventory # APC9780071466141

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