WHAT IS A 21ST CENTURY BRAND?: NEW THINKING FROM THE NEXT GENERATION OF AGENCY LEADERS
Book ID/图书代码： 07682015B78043
English Summary/英文概要： What is a 21st Century Brand? celebrates 10 years of the IPA Excellence Diploma, showcasing the very best talent and thought leadership from the past decade. Edited by Nick Kendall and produced in partnership with the IPA, the book features original papers from the diploma, fresh analysis of their work by the delegates themselves and new writing from leading industry thinkers including Mark Earls, Stephen Woodford, David Wilding and Ian Priest. With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better.
Consisting of 21 essays, or provocations, What is a 21st Century Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organised to deliver it. With contributions from past candidates now at agencies such as Agency Republic, The Bakery, BBDO, BBH, DDB, Karmarama, MEC, Naked Communications, Saatchi and Saatchi and Ogilvy and Mather, it covers cutting-edge thinking across all areas of advertising and highlights that today’s most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism. By providing insight from multiple perspectives, it is ideal for advertising professionals and planners wishing to further understand brands to advance their careers.
Chinese Summary/中文概要： 《什么是21世纪的品牌？》一书是为了庆祝IPA优秀协会成立10周年，并借此展示了过去十年间该协会总结的优秀人才思想。此书由尼克•肯德尔编辑，并由IPA成员合作出版，书中包含了团队的最新研究成果以及行业领军人物的思想果实，其中包括马克•伊尔思，史蒂芬•沃德福德，大卫•沃尔德和兰•普雷斯特。《什么是21世纪的品牌？》提出了我们该如何看待品牌，树立品牌，以及最重要的，使其变得更好。
书中一共包含了21篇论文，正如书名一样，此书为读者定义了我们需要什么样的品牌思想，如何让人们融入进来以及各大广告公司该如何传达其品牌思想。书中收录了现已供职于各大领军企业人物的论文，其中包括代理共和国、天联广告、百比赫、恒美广告、尚扬媒介、奈科传播、盛世等广告公司。书中涵盖了广告领域的尖端思想，并着重介绍了当今最成功的广告公司的成功秘笈，那就是顺应时代和普罗大众消费需求的变化，并不断增强自身的专业素养。《什么是21世纪的品牌？》从多角度分析，这本书是广告从业人士加深理解，拓展事业不可多得的参考书籍。（XAT）
Awards/获奖情况：
About the Author/作者介绍： 尼克•肯德尔是一位屡获殊荣的品牌和广告专家，已有25年的相关经验。他的客户包括尊尼获加和联合利华等。尼克还是Bro-ken的成立者之一，并且是“车库”的成员，这个机构专门帮助刚成立的公司树立品牌。尼克设计并成立了IPA优秀协会，这个协会被称为广告行业的“MBA品牌”。尼克凭借自己对广告行业做出的贡献荣获IPA主席金牌，他还著有《广告作品》等书籍。
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 ’Dirt is Good’ laundry brand. Nick is a founding partner of Bro-Ken and member of The Garage, which helps start-ups build brands. He 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.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
原文第一章内容：暂无
手稿：暂无
大纲：暂无