Contrarian branding

Contributor(s):

Material type: Text

TextLanguage: English Publication details: BIS Publishers, 2017Description: 190 pages : color illustrations ; 22 cmISBN:

9789063694630

Subject(s):

Contents:

1 External pressure on the brand. 2 Internal pressure on the brand. 3 Contrarian branding. 4 Absolut polarity. 5 Bipolarity. 6 Tripolarity. 7 A barrel full of contradictions. List of brands.

Summary: The world is busier than ever. One of the major challenges for brands is how to stand out of the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena. What to make of all the brand content being thrust through the digital channels every day by those in search of a willing audience? In the ocean of competing supply, its easier to drown than to float to the surface. While warehouses and supermarket shelves overflow, inboxes and servers fill up and everyone has more and more choice, the question arises: What does it take for a brand to stand out? How do brands consistently get themselves noticed in a world that has more and more to offer?

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.1255 VAN (Browse shelf(Opens below))	Available		B00028

1 External pressure on the brand. 2 Internal pressure on the brand. 3 Contrarian branding. 4 Absolut polarity. 5 Bipolarity. 6 Tripolarity. 7 A barrel full of contradictions. List of brands.

The world is busier than ever. One of the major challenges for brands is how to stand out of the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena. What to make of all the brand content being thrust through the digital channels every day by those in search of a willing audience? In the ocean of competing supply, its easier to drown than to float to the surface. While warehouses and supermarket shelves overflow, inboxes and servers fill up and everyone has more and more choice, the question arises: What does it take for a brand to stand out? How do brands consistently get themselves noticed in a world that has more and more to offer?