Brand new brand thinking - Merry Baskin

The way that the advertising industry operates has changed greatly in recent
years. This volume seeks to pull together these new ideas - with suggestions on
what to do in practical terms - into one "compilation" volume. Each chapter has
been contributed by a different expert who has something to say on the
traditional themes of strategy, research, creativity and collaboration. In an
age of information overload, the aim of the work is to provide a short-cut to
the thinking and encourage the reader to rethink their basic assumptions on
branding and advertising. Topics covered include: learning to live without the
brand; letting brands speak for themselves; the company brand; brand
communication beyond customers; brand strategy versus brand tactics; time to let
go; brands on the brain; creative thinking with discipline; techniques for
creative brand thinking; adios to the plan; and lest we forget.