This book has a simple objective: to explore, illustrate and define a new set of rules for brand behaviour in the digital age. Almost overnight, and throughout the world, brands have been forced into a radical rethink of how they behave and interact with people. The internet and other new technologies, together with changes in consumer responses and wider changes in society, have reshaped the communications landscape and disrupted the current advertising model irrevocably. Tom Himpe provides 17 mantras for everyone in advertising, communications and business in general, accompanied by 150 recent campaigns. With over 500 illustrations, all 400 pages are packed with invaluable content and analysis.
Tom Himpe is a freelance creative media strategist. He is the author of Advertising is Dead. Long Live Advertising! also published by Thames & Hudson.
Introduction * Be Playful * Be Contextual * Be Spectacular * Be Contagious Be Intriguing * Be a Storyteller * Be 24/7 * Be Transparent Be Experimental * Be Personal * Be Sociable * Be Collaborative * Be Co- Creative * Be Ownable * Be Useful * Be Supportive * Be Green * Index