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This book has a *** 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 in***ct with people. The internet and other new technologies, togethe***ith changes in c***umer resp***es and wider changes in society, have reshaped the communicati*** landscape and disrupted the current advertising model irrevocably. Tom Himpe provides 17 mantras for everyone in advertising, communicati*** and business in general, accompanied by 150 recent campaigns. With over 500 illustrati***, all 400 pages are packed with invaluable content and ***ysis.

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书籍介绍

This book has a *** 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 in***ct with people. The internet and other new technologies, togethe***ith changes in c***umer resp***es and wider changes in society, have reshaped the communicati*** landscape and disrupted the current advertising model irrevocably. Tom Himpe provides 17 mantras for everyone in advertising, communicati*** and business in general, accompanied by 150 recent campaigns. With over 500 illustrati***, all 400 pages are packed with invaluable content and ***ysis.