Brand Innovation Manifesto

Acknowledgements
Introduction

SECTION I: BRAND THEORY REVISITED
1 Challenges to the Old Model of Branding
1.1 From Ad Idea to Media-Neutral Idea
1.2 The Old School
1.3 Protestant vs Catholic: The Battle for Brand Theory
Summary of Chapter 1

2 A New Theory of Branding
2.1 What Is a Brand?
2.2 Brand as Strategic Cultural Idea
2.3 Brand as a Cluster of Cultural Ideas
2.4 The Brand Innovation Imperative
2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties
2.6 The Equivalence of Brand Creation and Brand Communication
2.7 A Shift from Targeting an Audience to Adoption
2.8 Establishing New Lifestyles
Summary of Chapter 2

3 The Trouble with Trends
3.1 The Difference between Cultural Trends and STEPs
3.2 Real Trends
3.3 Made-up Trends
Summary of Chapter 3

4 Strategy: Finding a Cultural Logic
4.1 Problem Finding
4.2 Finding a Third Way
4.3 A Bigger Context or Market
4.4 Outside-In Thinking
4.5 Brand Archaeology
4.6 Brand Renaissance
4.7 What Is the Other Side of the Story?
4.8 Strategy as Scripting
4.9 What Is Lacking?
4.10 The Cultural RNA
4.11 What Are We Here to Do?
4.12 Busting the Tradeoff in Your Market
4.13 Model a Distant Parallel
4.14 Information Saturation
4.15 Deconstruction, Reconstruction
4.16 Demolish the 'Ad in Your Head'
4.17 Rekindle Your Curiosity
4.18 Bringing the Strategy to a Point of Focus
Summary of Chapter 4

SECTION II: A TYPOLOGY OF BRAND IDEAS
Building Your Molecule: 32 Brand Elements
Chapter Strcture
A Periodic Table for Brand Ideas
1 New Traditions
2 Belief Systems
3 Time
4 Herd Instincts
5 Connecting
6 Luxury
7 Provocative
8 Control

SECTION III: DEVELOPING BRAND STRATEGIES
Developing New Brand Ideas in Practice
Organised Chaos vs Corporate Constipation
Using the 32 Cultural Ideas: Reframing
Example: Let's Kill Lynx
Logical Conclusions

References
Index