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What is a 21st Century Brand?

New Thinking from the Next Generation of Agency Leaders

Think more broadly about brands and better serve your clients with a selection of essays from some of the best and brightest in the industry.
    Paperback£39.99
    Ebook£33.32
    Print and ebook bundle£50.00

In association with

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EAN: 9780749472627
Edition: 1
Published:
Paperback
Format: 240x162
432 pages
    About the book
    Table of contents
    Supporting resources

About the book

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.

About the authors

Nick Kendall

Nick Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Johnnie Walker and Unilever's cornerstone laundry brand 'Dirt is Good'. Nick is a founding partner of Bro-Ken and member of Sir John Hegarty's incubator The Garage, which helps start-ups bake in brand ideas from the start. Nick designed and created the IPA Excellence Diploma, which is described as 'the MBA of brands' for the advertising industry, and is its Chief Examiner. He received the IPA President's Medal for his services to the industry and is the author of Advertising Works 10.

More about Nick Kendall

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