Perspectives on Purpose (el. knyga) (skaityta knyga) | knygos.lt

Aprašymas

A revolution has begun. The old command-and-control way of managing brands is being overthrown. This book serves as a new professional text, addressing the realities of today's hypercompetitive, complex marketplace and the challenge brands face when creating meaning within this new context.

The best brands today create impact: impact on their consumers' lives and impact on the world. This book offers readers three things:

- It codifies a new conceptual framework for the commercial brand as an ecosystem: a multi-dimensional, multi-functional, and fluid entity that champions an ideology (or purpose) rather than a market positioning.

- It outlines various approaches to building brand ecosystems today: rather than management, ecosystem brands require careful and constant crafting from a range of actors, and we outline 5 key approaches to this kind of 'brand-craft'.

- It offers thought leadership on the new role of the commercial brand as social activist: when conceptualized as an ecosystem, the brand can act as a driver of social and cultural transformation, and the branding toolkit can be applied to new, non-commercial spaces and places.

This book's contribution of brand ecosystem thinking is a collaboration of some of the industry's leading voices. Written by practitioners for practitioners (both current and future), this book offers a holistic perspective on modern branding that has, until now, been lost in a fragmented bibliography and professional landscape.