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’