The Philosophy of Branding

ISBN: 9780749441937

出版社: Kogan Page Ltd

出版年: 2004-7

页数: 192

定价: $ 16.89

装帧: HRD

内容简介

'Thom Braun's mission, in this eclectic and readable book, is to get us thinking and, whether he's relating Plato to Persil or Descartes to Diet Coke, that's just what he does. No marketer will think about their job in the same way after reading this. Enjoyable and thought-provoking' - James Thompson, Senior Vice President, Marketing, Diageo, North America. 'Thom Braun, The Thinking Man's Brand Manager, has created a whole new sizzling discourse on branding which provides a terrific antidote to the anodyne filler of standard business texts. Armed with brains and a little Braun, brand managers can become brand leaders' - Paul Walton, Chairman, The Value Engineers.'An original and witty reminder that the most successful brands are driven by talented thinkers' - Simon Clift, President, Marketing, Unilever Home & Personal Care. 'At last, a brand book with a big idea. Braun's entertaining distillation of some of the greatest thinkers of the last 3,000 years offers provocative yet practical conclusions on how we should rethink managing our own brand. A wonderfully fresh and stimulating read' - Adam Morgan, author of "Eating the Big Fish". 'A thoroughly stimulating and enjoyable read. By looking at brands and branding through the lens of Western philosophy, Braun helps us review afresh some of the fundamentals of marketing' - Jim Carroll, Deputy Chairman, BBH London.In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the worlds greatest Western thinkers...Heraclitus, Socrates, Plato, Aristotle, Descartes, Spinoza, Leibniz, Locke, Hume, Rousseau, Kant, Hegel, Nietzsche, Wittgenstein, and Popper ...to reveal what they might say about branding if they were alive today. Filled with contemporary examples, pragmatic insights and summaries of each philosopher's "top tips", this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.