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Innovation and Best Practice for Business Success

The Better Mousetrap
Brand Invention in a Media Democracy


About the Book
Why do we love certain brands - the ones that feel like ours - and passionately or indifferently reject the rest? What do our brands say about us? And why do we feel so compelled to use digital brands to say even more? 

Simon Pont, Chief Strategy Officer at Vizeum, sets out to decode brand charisma, taking readers on a provocative and insightful journey through the brand and advertising strategies behind some of the world's leading ... Expand

Authors / Editors

Simon Pont is a writer, commentator and brand-builder. He is the Chief Strategy Officer at Starcom MediaVest Group, and an EACA Effies judge.His agency career includes being part of Saatchi & Saatchi and Naked Communications, the pioneers of Communications Planning. Some of his clients include Coca-Cola, 20th Century Fox, Heinz, Ikea, Panasonic and BMW.


Press Coverage
"Gloriously smart. Some of the sharpest thinking I've read for a while; immensely enjoyable." --Faris Yakob, Chief Innovation Officer, MDC Partners 

"From brands past to present, and with a firm eye on their digital future, Pont takes readers behind the curtain of brand-land. Today's Mad Men will either toast him or hate him for it." --Ashley Mackenzie, Founder & CEO, Base 79 

"The Better Mousetrap is an astute and gripping critique on brand and cultural anthropology. Page ... Expand

Table of Contents
Prologue 
Everything changes, everything stays the same 

Part One In Search of Brand Charisma 
Introduction 
Brands: thorny, gnarly, ever-so-twisty 
The brand organic 
Brands must behave, must woo 
"Same difference:" the counterpoint brand 
Reframing: originality and busting it up 
Brand duality: consider your brand's Batman 
"Lose the nipples:" what's in a logo? 
"Back in the day:" nostalgia brands and the retro sell 
"Yours digitally:" brand charisma's second coming 
Sub-brand splendor 
Drop the "The:" what's in a name? 
Gross assumptions, crumby conventions and the Churchillian view 
You are your own mousetrap 

Part Two In ... Expand

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