Almost overnight the digital revolution has turned the rules of branding on their head. What matters now is not size, but attitude: flexible, agile, transparent in actions, global in mindset. The campaigns in this book enable small companies to think big - and force big companies to act small. This new guide to success in the contemporary communications age illustrates and defines a new set of rules for brand behaviour in the digital age - showcased in 150 of the most innovative recent campaigns. Packed with vital content and analysis: * 17 fundamental groundrules for everyone in advertising, communications and business * Defines a new set of rules for brand behaviour in the digital age, detailing 17 mantras for success * Features many seminal campaigns and analyses their success, including Cadbury's 'Drumming Gorilla' and Tate's 'Your Collection'
Author Biography
Tom Himpe is a freelance creative media strategist. He is the author of Advertising is Dead. Long Live Advertising! also published by Thames & Hudson.
