Brand Immortality: How Brands Can Live Long and Prosper

Front Cover
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.

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Contents

Introduction
1
Is death inevitable?
12
How the changing nature of brands affects brand resilience
21
Copyright

19 other sections not shown

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About the author (2008)

Hamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. He is also the co-author of Brand Spirit and Brand Manners, and author of Celebrity Sells.Peter Field spent 15 years as a strategic planner in advertising before working as a consultant. As well as setting up a training partnership for the advertising and marketing industries, he helped start Eatbigfish, the challenger brand consultancy. Peter has written widely for various journals of the marketing and communications sectors, and has contributed over many years to IPA education and training programmes.

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