The Brand Innovation Manifesto How to Build Brands, Redefine Markets and Defy Conventions
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The Brand Innovation Manifesto How to Build Brands, Redefine Markets and Defy Conventions John Grant The Brand Innovation Manifesto ‘Only liars need to be consistent.’ A terrific quote in John Grant’s new book that told me so much about the last generation of marketers and their professional advisors that I don’t know whether to laugh or cry. This book of simple and profound insights. will, if you let it, empty you of what you know. Then your mind will have the room for renewed thoughts about brands, desires, impulses and making fortunes. What you know will always attack your creativity. John Grant’s book is an effective antidote to knowledge. Let your mind play with his insights and ideas, and your appreciation of what can’t be anticipated will flourish. You will be rich! Michael Wolff The Brand Innovation Manifesto How to Build Brands, Redefine Markets and Defy Conventions John Grant Copyright © 2006 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England Telephone (+44) 1243 779777 Email (for orders and customer service enquiries): [email protected] Visit our Home Page on www.wiley.com All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [email protected], or faxed to (+44) 1243 770620. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The Publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the Publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Other Wiley Editorial Offices Wiley have other editorial offices in the USA, Germany, Australia, Singapore and Canada. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Grant, John, 1964– The brand innovation manifesto : how to build brands, redefine markets, and defy conventions / John Grant. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-470-02751-6 ISBN-10: 0-470-02751-7 1. Brand name products—Social aspects. 2. Brand name products—Psychological aspects. 3. Brand name products—Marketing. 4. Lifestyles—Economic aspects. 5. Consumer behavior. I. Title. HD69.B7G72 2006 658.8′27—2006 2006005380 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 13 978-0-470-02751-6 (HB) ISBN 10 0-470-02751-7 (HB) Typeset in 11/15 pt Goudy by SNP Best-set Typesetter Ltd., Hong Kong Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall, UK This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. For Yong Ja and Cosmo. “Daddy finished book now.” Contents Acknowledgements xi Introduction xiii SECTION I BRAND THEORY REVISITED 1 1 Challenges to the Old Model of Branding 3 1.1 From Ad Idea to Media-Neutral Idea 3 1.2 The Old School 14 1.3 Protestant vs Catholic: The Battle for Brand Theory 21 Summary of Chapter 1 24 2A New Theory of Branding 27 2.1 What Is a Brand? 27 2.2 Brand as Strategic Cultural Idea 33 2.3 Brand as a Cluster of Cultural Ideas 35 2.4 The Brand Innovation Imperative 44 2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties 49 2.6 The Equivalence of Brand Creation and Brand Communication 52 viii CONTENTS 2.7 A Shift from Targeting an Audience to Adoption 54 2.8 Establishing New Lifestyles 55 Summary of Chapter 2 60 3 The Trouble with Trends 63 3.1 The Difference between Cultural Trends and STEPs 63 3.2 Real Trends 64 3.3 Made-up Trends 65 Summary of Chapter 3 69 4 Strategy: Finding a Cultural Logic 71 4.1 Problem Finding 73 4.2 Finding a Third Way 73 4.3 A Bigger Context or Market 74 4.4 Outside-In Thinking 75 4.5 Brand Archaeology 75 4.6 Brand Renaissance 76 4.7 What Is the Other Side of the Story? 77 4.8 Strategy as Scripting 77 4.9 What Is Lacking? 78 4.10 The Cultural RNA 79 4.11 What Are We Here to Do? 80 4.12 Busting the Tradeoff in Your Market 81 4.13 Model a Distant Parallel 81 4.14 Information Saturation 82 4.15 Deconstruction, Reconstruction 83 4.16 Demolish the “Ad in Your Head” 84 4.17 Rekindle Your Curiosity 85 4.18 Bringing the Strategy to a Point of Focus 85 Summary of Chapter 4 86 CONTENTS ix SECTION II A TYPOLOGY OF BRAND IDEAS 87 Building Your Molecule: 32 Brand Elements 89 Chapter Strcture 92 A Periodic Table for Brand Ideas 94 1 New Traditions 99 1A Habit Ideas 100 1B Spectacular Ideas 104 1C Leadership Ideas 109 1D Organisation Ideas 114 2 Belief Systems 121 2A Cognitive Ideas 122 2B Appreciation Ideas 127 2C Faith Ideas 132 2D Atlas Ideas 136 3Time 143 3A Regressive Ideas 144 3B Now Ideas 149 3C Nostalgia Ideas 154 3D Calendar Ideas 157 4 Herd Instincts 163 4A Initiation Ideas 164 4B Crowd Ideas 168 4C Clan Ideas 172 4D Craze Ideas 177 5 Connecting 183 5A Co-authored Ideas 184 5B Socialising Ideas 190 5C Cooperative Ideas 194 5D Localised Ideas 199 x CONTENTS 6 Luxury 203 6A Concierge Ideas 204 6B Plenty Ideas 208 6C Exclusive Ideas 212 6D Exotic Ideas 215 7Provocative 221 7A Erotic Ideas 222 7B Cathartic Ideas 227 7C Scandal Ideas 231 7D Radical Ideas 237 8 Control 245 8A Personalised Ideas 246 8B In-Control Ideas 250 8C Competition Ideas 253 8D Grading Ideas 258 SECTION III DEVELOPING BRAND STRATEGIES 263 Developing New Brand Ideas in Practice 265 Organised Chaos vs Corporate Constipation 265 Using the 32 Cultural Ideas: Reframing 272 Example: Let’s Kill Lynx 275 Logical Conclusions 286 References 289 Index 295 Acknowledgements Here comes the Oscar speech bit...Thanks to all my clients, supporters and collaborators who have helped me to develop the thinking in this book. Thanks to James Palumbo, Lucy Salisbury and numerous other people at Ministry of Sound who have pushed me further than anyone to find wild ideas that work, and for constantly reminding me that business is supposed to be fun. Thanks to Ben Cannon who has been one part client and ten parts inspiration; and also to Tashi Lassalle and David Peters who embody the business of character at Heidrick and Struggles. Thanks to Ian Millner, David Morley, Grant Hunter, Gavin McLean, Katy Barber and others at Iris who have been giving me opportunities to develop new brand models with their amazing client list. Then there is Alex Wipperfurth and the team at PlanB; wherever you draw the frontier of marketing, they constantly seem to be on The Far Side. My old friends at St Luke’s, notably Phil Teer, who have kept in touch and kept it going through a ten-year anniversary; and my fellow exiles: Naresh Ramchandani, Verity Johnston, James Parr and Jason Gormley. Noel Wilsman, Benny Harmansson and others at IKEA who still invite me back every now and then to stir things up a bit. To Annie Wegelius: always an inspiration and wishing you the best of luck with your latest venture. To Anthony Thomson and the team at the Financial Services Forum. To Hugh Crisp and all at Freshfield Bruckhaus Derringer. To Sue Unerman, Matt Mee and Sean Healey at Mediacom. To Steve Cassar, Isabel Tapp and my new friends in Malta. To Will Collin for appoint- ing me the first official “Friend of Naked”, whatever that means. Thanks to xii A CKNOWLEDGEMENTS Damien and the Slice crew, who are too cool for words. To Gürül Ög∼üt and Askin Baysal at Kapital Media. Thanks to Judith Clegg at Egremont for being my high-powered consultant friend. To Mark Barber and Andrew Ingram at the RAB, not least for putting me on to my current publisher. To Linda Siegle and the team at The Campaign for Learning. To my oldest friends in (and mostly these days out of) the business: Steve Carter, Rob Colwell, Lawrence Du Pre and Kevin May. Thanks to Tony Manwaring and all at Scope – who have been incredibly helpful and supportive in the brief time we have known each other – with the hope we can get on with chang- ing the world a bit, now I have got the book out of the way! I should also thank some of the many interesting people I have been lucky to meet and share ideas with: Alan Moore, Michael Wolff, Alan Mitchell, Mark Earls, Peter Stringham, Jim Taylor, Thomas Gad and Annette Rosencreutz, Claire Kent, Ted Polhemus and many others.