The Contagious Commandments: Ten Steps to Brand Bravery | 誠品線上

The Contagious Commandments: Ten Steps to Brand Bravery

內容簡介

內容簡介 行銷人必備的品牌建立聖經Contagious Communications創辦人分享「傳染行銷」的秘訣醫學界最害怕的傳染一詞，在行銷界卻是造就品牌茁壯成長的重要關鍵，傳染讓品牌概念更具說服力和創意，令人忍不住傳播，甚至這種傳染行銷的力量能一夕間改變企業和品牌的命運。Contagious Communications是全球知名行銷業營銷顧問公司，專門提供識別及尋求全球最獨特的創意趨勢。作者Paul Kemp-Robertson和Chris Barth將團隊的經驗之談濃縮為行銷重點，帶領讀者掀起屬於自己的品牌革命，精心設計網路爆紅現象。從眾多爆炸性活動中尋求靈感，包括登山用品品牌Patagonia、Nike、薩法利通信、啤酒狗、樂高和Kenco咖啡等，探討企業如何融合創造力、科技和行為心理學，實現原創的營銷理念，為消費者帶來正面的衝擊及品牌利潤，讓你的品牌有效「傳染」全世界。Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution.Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too."

作者介紹

作者介紹 Chris BarthChris Barth is a senior strategist at Contagious, where he oversees a wide variety of projects for brands and agencies in North America, including trend briefings, research reports, creative capabilities training, innovation workshops and collaborative strategic initiatives. Prior to joining Contagious in 2013, Chris worked as a staff writer at Forbes, where he also produced Steve Forbes' Intelligent Investing interview series, which featured conversations with global leaders in economics, business and investing. In the past, he has also been a freelancer at Rolling Stone, an editorial producer at Major League Baseball Advanced Media, and a consultant at Arcadia Solutions.

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