The Joneses, with the tagline “They’re not just living the American dream, they’re selling it”, is an interesting concept for a movie scheduled for release in April. The storyline is that the “perfect family” move into an upscale gated community and become the envy of their neighbours. The twist in the plot is that they are not a family but employees of a stealth marketing company who through a combination of tryvertising, branded content and viral marketing get others to buy what they have. You can view the trailer here.
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- “More than ever, high-end fashion houses are selling to the full spectrum of prices and customers. And, surprisingly, cheap-chic brands may be giving couture—astronomically expensive made-to-measure clothing—a new lease on life.” - The Wall Street Journal
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- Brand Architect reports on developments in the marketing services industry and hopefully contributes to the thinking that is shaping the intersecting worlds of brand consulting, advertising and management consulting.
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- I am a founding partner of Sagacite, a management and creative consultancy focused on brands and branding. You can learn more about Sagacite by visiting www.sagacite.co.za
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Resources
Books
Wally Olins: Wally Olins On Brand
Brilliant, and witty, insight (****)Malcolm Gladwell: The Tipping Point
Brilliant insight into foundations of viral marketing (****)Jean-Noel Kapferer: The New Strategic Brand Management
Comprehensive and insightful (*****)Frans Johansson: The Medici Effect
Thesis on ideas from intersecting worlds (***)Jon Miller: The Business of Brands
Business book about the value of brands (***)Wally Olins: The Brand Handbook
Handbook for those new to brand consulting (***)Interbrand: The Brand Glossary
Great reference tool (****)Marty Neumeier: The Brand Gap
Succinct overview of branding today (***)John Gerzema & Ed Lebar: The Brand Bubble
Creation of true brand value (****)Peter Schwartz: The Art of the Long View
Building scenarios (***)John Hunt: The Art of the Idea
Succinct insight and inspiration (****)Joshua Cooper Ramo: The Age of the Unthinkable
New rules for complexity (***)Kevin Lane Keller: Strategic Brand Management
The essential MBA text (*****)Kees van der Heijden: Scenarios: The Art of Strategic Conversation
The book on scenario planning (****)Gill Ringland: Scenario Planning
Comprehensive introduction to scenario planning (***)Kevin Roberts: Lovemarks
Saatchi & Saatchi's manifesto for the future of brands (***)Bob Schmetterer: Leap
Taking advertising creativity into business strategy (***)Alice Tybout: Kellogg on Branding
Brand essays from renowned business school (***)Jim Collins: Good to Great
Written about companies, applies to brands (***)Jean-Marie Dru: Disruption
Useful for creative brainstorming (***)Jim Aitchison: Cutting Edge Advertising II
Benchmark book on print advertising (****)David Ogilvy: Confessions of an Advertising Man
David Ogilvy distilled (****)Philip Kotler & John Caslione: Chaotics
Marketing in the Age of Turbulence (***)Andrew Jaffe: Casting for Big Ideas
A new manifesto for agency managers (****)Rita Clifton: Brands and Branding
A good overview of strategic brand management (***)Jean-Marc Lehu: Branded Entertainment
Explains branded entertainment (****)Martin Lindstrom: Brand Sense
Argument for and how to craft sensory brand elements (***)John Grant: Brand Innovation Manifesto
Good reservoir of ideas (***)W. Chan Kim: Blue Ocean Strategy
Brilliant strategic thinking (****)Edited by Nicholas Ind: Beyond Branding
Brands and society (***)Hugh Courtney: 20/20 Foresight: Crafting Strategy in an Uncertain World
Good toolkit (***)
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