The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.
We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.
YOU can create the next breakthrough innovation A revolution is under way. But it's not about tearing down the old guard. It's about building, it's about creating, it's about breathing life into groundbreaking new ideas. It's called the Maker Movement, and it's changing the world. Mark Hatch has been at the forefront of the Maker Movement since it began. A cofounder of TechShop--the first, largest, and most popular makerspace--Hatch has seen it all. Average people pay a small fee for access to advanced tools--everything from laser cutters and milling machines to 3D printers and AutoCAD software. All they have to bring is their creativity and some positive energy. Prototypes of new products that would have cost $100,000 in the past have been made in his shop for $1,000. The Maker Movement is where all the next great inventions and innovations are happening--and you can play a part in it. The Maker Movement Manifesto takes you deep into the movement. Hatch describes the remarkable technologies and tools now accessible to you and shares stories of how ordinary people have devised extraordinary products, giving rise to successful new business ventures. He explains how economic upheavals are paving the way for individuals to create, innovate, make a fortune--and even drive positive societal change--with nothing more than their own creativity and some hard work. It's all occurring right now, all around the world--and possibly in your own neighborhood. The creative spirit lives inside every human being. We are all makers. Whether you're a banker, lawyer, teacher, tradesman, or politician, you can play an important role in the Maker society. So fire up your imagination, read The Maker Movement Manifesto--and start creating! Praise for The Maker Movement Manifesto "It’s the same revolutionary innovation model, but now applied to one of the biggest industries in the world—manufacturing." --Chris Anderson, CEO, 3D Robotics, and former Editor-in-Chief, Wired "He (Henry Ford) probably would have started in TechShop." --Bill Ford, Executive Chairman, Ford Motor Company, and great-grandson of Henry Ford "We are heading into a new age of manufacturing . . . Hatch has a front-row seat and has written the must-follow guide to democratize this new age. This is the book I wish every American would use. It contains the keys to the future of work and joy for everyone." --Robert Scoble, Startup Liaison Officer, Rackspace “TechShop is the garage that Thomas Edison wished he had, and thanks to Mark Hatch, it’s open it to the public. This book is a lifeline to a country with a skills gap that threatens to swallow us all. For aspiring inventors and entrepreneurs, The Maker Movement Manifesto is a ‘celebration in the making’—even if the only thing you make is a mess.” --Mike Rowe, Dirty Jobs "Mark’s book is pitch-perfect on why the Maker Movement is so important for our collective future." --Beth Comstock, CMO and SVP, GE
The long-awaited follow-up to the international bestsellers, Business Model Generation and Value Proposition Design Alex Osterwalder and Yves Pigneurs’ Business Model Canvas changed the way the world creates and plans new business models. It has been used by corporations and startups and consultants around the world and is taught in hundreds of universities. After years of researching how the world’s best companies develop, test, and scale new business models, the authors have produced their definitive work. The Invincible Company explains what every organization can learn from the business models of the world’s most exciting companies. The book explains how companies such as Amazon, IKEA, Airbnb, Microsoft, and Logitech, have been able to create immensely successful businesses and disrupt entire industries. At the core of these successes are not just great products and services, but profitable, innovative business models--and the ability to improve existing business models while consistently launching new ones. The Invincible Company presents practical new tools for measuring, managing, and accelerating innovation, and strategies for reducing risk when launching new business models. Serving as a blueprint for your growth strategy, The Invincible Company explains how to constantly stay ahead of your competition. In-depth chapters explain how to create new growth engines, change how products and services are created and delivered, extract maximum profit from each type of business model, and much more. New tools—such as the Business Model Portfolio Map, Innovation Metrics, Innovation Strategy Framework, and the Culture Map—enable readers to understand how to design invincible companies. The Invincible Company: ● Helps large and small companies build their growth strategy and manage their core simultaneously ● Explains the world's best modern and historic business models ● Provides tools to assess your business model, innovation readiness, and all of your innovation projects Presented in striking 4-color, and packed with practical visuals and tools, The Invincible Company is a must-have book for business leaders, entrepreneurs, and innovation professionals.
Today thousands of marketing books exist ready to bombard you with buzz words and secrets to marketing success, but by condensing and summarising current thinking in marketing this book gives you the chance to become an authority yourself - quickly and efficiently. This book presents marketing ideas from the profiled books clearly and accurately and will allow you not only to put these ideas into place but also explain them authoritatively to colleagues. Books profiled include The Long Tail, Meatball Sundae, Buzz, Affluenza and Blink. Saving you hundreds of hours of reading time Marketing Greatest Hits is vital for anyone looking to keep up with marketing practices NOW.
From the co-founder of THINX and hellotushy.com, start-ups collectively valued at more than $150 million, comes DISRUPT-HER, a rallying cry for women to radically question the status quo. Miki Agrawal has faced patriarchal pushback, fought girl-on-girl hate, ridden the roller coaster of building businesses as a female CEO, and even overcome an attempt to burn her for witchcraft (figuratively). In order to navigate the complicated--at times maddening--struggles of contemporary femininity, we need an unabashed manifesto for the modern woman that inspires us to move past outrage and take positive steps on the personal, professional, and societal levels. This manifesto galvanizes us to action in 13 major areas of our lives with as much fire power as possible. These are the credos we live by, the advice we give to friends, the tenets we instill in our companies and peers on a daily basis. Stories of badass female movers and shakers are shared in this book too to give you an extra jolt of "I've got this." It's a whole body F*CK YES to your work, your love, your relationships, and your mission--while doing it all authentically, unapologetically, and with full integrity.
What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.
The collected wisdom of some of the world's most influential environmental movers and shakers is brought together in this one book. The chosen gurus consists both of “thinkers” – those who have set the agenda, and of “doers” – those business people who made the green cause their mission long before it became so prominent. The book covers a broad range of environmental issues as they apply to business, including the economic viability of choosing green routes. Interviewees include energy guru Amory Lovins, former Friends of the Earth Vice Chair Tony Juniper, diplomat Sir Crispin Tickell and business leader Ray Anderson, among others. The cutting edge thinking of the book’s contributors provides businesses with the information they need when considering how to change in a green direction. The end result is an illuminating insight into both general views on sustainability as well as good and bad business decisions made in the search for sustainability. The full list of green gurus include: Ray Anderson, founder and chairman of Interface Inc, one of TIME Magazine’s ‘Heroes of the Environment’ James Cameron, founder of Executive Director and Vice-Chairman of Climate Change Capital (CCC) Paul Dickinson, CEO of the Carbon Disclosure Project John Elkington, founding partner and director of Volans, co-founder of SustainAbility, world authority of sustainable development, author of The Green Consumer Guide John Grant, author of The Green Marketing Manifesto, frequent conference speaker and prolific blogger Denis Hayes, President and CEO of The Bullitt Foundation, Chair of the International Earth Day Network Gary Hirshberg, President and Chief Executive Officer of Stonyfield Farm, the world's largest producer of organic yogurt Tony Juniper, former Executive Director of Friends of the Earth (FoE), environmental campaigner, author and commentator Professor Sir David King, Director of the Smith School of Enterprise and the Environment at the University of Oxford Amory B. Lovins, environmentalist, Chairman and Chief Scientist of Rocky Mountain Institute Professor Wangari Maathai, environmental and political activist, Nobel Peace Prize Winner Ricardo Navarro, founder and director of the Salvadoran Centre for Appropriate Technology (CESTA), winner of the prestigious Goldman prize Dr Vandana Shiva, physicist, environmental activist and author Jeffrey Swartz , CEO of Timberland Worldwide Sir Crispin Tickell, diplomat, academic, environmentalist, author
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge. The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
