What Is a 21st Century Brand?: New Thinking from the Next Generation of Agency Leaders

What is a 21st century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore?

What Is a 21st Century Brand? features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognized advertising body, the IPA, the book is accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and is edited by Nick Kendall. Together they offer multiple perspectives and the opportunity to challenge yourself to consider what you really believe about advertising and branding.

Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organized into three sections:
- What is a brand?
- How should we engage to build them?
- How should we organise to deliver?

Highlighting that today's most successful agencies are those which are embracing the new ways to consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice, questioning the real fundamentals of creating and building brands. It is a thought-provoking read for any advertising practitioner or student.

Author: Nick Kendall
Publisher: Kogan Page
Published: 04/28/2015
Pages: 432
Binding Type: Hardcover
Weight: 1.70lbs
Size: 9.40h x 6.30w x 1.10d
ISBN: 9780749472627

About the Author

Nick Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Levi's, Johnnie Walker and Häagen Dazs. He is a founding partner of Bro-Ken and member of The Garage, which helps start-ups build brands. He designed and created the IPA Excellence Diploma, which is described as the MBA of brands for the advertising industry, and is its Chief Examiner. He has also received the IPA President's Medal for his services to the industry.

Contributors:
Stephen Woodford, Executive Chairman, Lexis, and IPA President 2003-2005
Mark Earls, Herdmeister, Herd Consultancy
Nick Docherty, Global Planning Director, Wieden + Kennedy Amsterdam
Ian Edwards, Managing Partner and Head of Strategy, Vizeum UK
David Bonney, Founder, Atheist Shoes/The Meaningful Shoe Company
Tim Jones, Director of Strategy, 72andsunny, New York
Graeme Douglas, Group Chief Strategy Officer, Havas
John V. Willshire, Founder, Smithery
James Borrodell Brown, Senior Strategist, Zone
David Wilding, UK Planning Director, Twitter
Faris Yakob, Founder and Principal, Genius Steals
David Young, Independent Marketing Consultant
Alex Dunsdon, Co-founder, The Bakery, and Investment Director, SAATCHiNVEST
Pete Buckley, Head of Strategy, MEC UK
Emily Fairhead-Keen, Business Director, MEC
Simon Robertson, Head of Communications Strategy, Anomaly London
Sarah Morning, Strategy Director, adam&eveDDB
Ian Priest, Founding Partner, VCCP, Group COO, CSM and IPA President, 2013-15
Gethin James, Head of Planning, Lowe Profero
Matt Sadler, Planning Director, Karmarama and Co-Founder, Two Fingers Brewing Co
Sam D'Amato, Chief Strategy Officer, M2M
Tom Roach, Strategy Director and Partner, BBH London
Ross Farquhar, Partner, 101
Matthew Philip, Strategy Director, Manning Gottlieb OMD
Patrick Mills, Director of Professional Development, IPA