Unbrandable : How to Succeed in the New Brand Space

Unbrandable : How to Succeed in the New Brand Space Author: Adam N. Stone Format Paperback | 184 pages Dimensions 166 x 229 x 11.68mm | 560g Publication date 14 Jul 2015 Publisher Thames Hudson Ltd Publication City/Country London, United Kingdom Language English ISBN10 0500291926 ISBN13 9780500291924 The worlds of branding and consumption are changing. Helping to set the agenda are what Adam N. Stone designates the `Unbrandables', consumers who are sensitive to inauthenticity, hostile to relentless materialism, and suspicious of products they do not want or that are bad for the environment. Then there are the `Unbranded' brands, such as Nudie Jeans of Sweden and In-N-Out Burger in California, showing that honesty, transparency and a genuine concern for the planet and their customers' needs are essential when it comes to connecting with a more sceptical audience. Unbrandable provides advertising and marketing professionals with an invaluable guide to this new landscape. Divided into fifty-five easy-to- assimilate sections, the book examines what it means to be Unbrandable, for both consumers and producers, and how companies can thrive by taking a more creative, authentic approach to promoting their goods. Each section focuses on a brand that works, an industry professional who demonstrates the new approaches, an individual who can articulate better than any focus group what the new consumer wants, or a place - Berlin and Sao Paulo among them - that itself flourishes on Unbrandable principles.