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An edition of Un brandable (2015)

Un brandable

#HowToSucceedInTheNewBrandSpace

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This edition was published in by Thames & Hudson Inc. in London, . New York.

Written in English

184 pages

The Unbrandables are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment. Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds. Unbrandable is the guide, as much as there can be one, to imitating these companies successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place among them, Berlin and Sao Paulo that flourishes on unbrandable principles." Review: Adam N. Stone has identified a subculture that refuses to crow up, settle or sell out. But will they buy in? To answer that question, Stone defines the space where brands must operate if they are to reach the unbrandables.

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Previews available in: English

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Cover of: Un brandable
Un brandable: #HowToSucceedInTheNewBrandSpace
2015, Thames & Hudson Inc.
in English

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Un brandable

First published in 2015



Work Description

The Unbrandables are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment. Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds. Unbrandable is the guide, as much as there can be one, to imitating these companies successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place among them, Berlin and Sao Paulo that flourishes on unbrandable principles." Review: Adam N. Stone has identified a subculture that refuses to crow up, settle or sell out. But will they buy in? To answer that question, Stone defines the space where brands must operate if they are to reach the unbrandables.

Un brandable

#HowToSucceedInTheNewBrandSpace

This edition was published in by Thames & Hudson Inc. in London, . New York.


Edition Description

The Unbrandables are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment. Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds. Unbrandable is the guide, as much as there can be one, to imitating these companies successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place among them, Berlin and Sao Paulo that flourishes on unbrandable principles." Review: Adam N. Stone has identified a subculture that refuses to crow up, settle or sell out. But will they buy in? To answer that question, Stone defines the space where brands must operate if they are to reach the unbrandables.

Table of Contents

Introduction: It's All changed
Again
55 Moments in Unbrandable Time
Unbranded Brands: The Beastie Boys
Unbranded People: Marylin Cayrac
Define 'Brand'
Unbranded Brands: Phonebloks
A Short History of Mass-Marketing
Unbranded Brands: Fat Willy's Surf Shack
Product vs Brand
Unbranded Brands: Village Voice
Words with the Shaman: Jeremy Brown
Unbrandable Places: Berlin
Unbranded Brands: In-N-Out Burger
Manufactured Desire
A Poem by Tony Kaye
Unbrandable People: Tarryn-Lee Lamb Warner
Unbranded Brands: Nudie Jeans
Consumption
Unbrandable People: Chuck
Unbranded Brands: John Altman
Words with the Shaman: Denzyl Feigelson
Unbrandable People: Gili
Unbranded Brands: Deus Ex Machina
Unbrandable People: Josie Long
Unbranded Brands: The Pirate Bay
It's About Telling YOur Story
Words with the Shaman: Omaid Hiwaizi
Unbranded Brands: Shakespeare and Company
Unbrandable Places: São Paulo
Unbrandable People: Alan Cooper
The Art of Selling and Buying
Words with the Shaman: Joey Elgersma
Unbrandable Places: Spuistraat, Amsterdam
Unbranded Brands: Muji
Advertising 3.0: Content Still Rules, OK!
Unbrandable People: Douglas Tompkins
Unbranded Brands: Patta
Emerging Markets
Unbradable Places: Freetown, Kigali
Unbranded Brands: Nokia
Brands Doing Good
Unbrandable Places: The Mars Bar, New York
Unbrandable People: Roger Ballen
Unbranded Brands: Mojang/Minecraft
New Methods of Research
Words with the Shaman: Leroy Tulip
Unbranded People: Haas & Hahn
Unbranded Brands: NPR and PBS
Unbrandable People: Beppe Grillo
Unbrandable Places: Forte Prenestino, Rome
An Unbrandable Moment: Trainspotting
Unbrandable People: Annie Leonard
No One Really Knows Anything
Unbrandable People: Jennifer M.
Words with the Shaman: Frank Sinatra Jr
Ten Ways to Unbrandable
The Last Word.

Edition Notes

"Adam N. Stone, aka King Adz, is an advertising and brand professional, a filmmaker and an author. His previous books include The Urban Cookbook, Blek le Rat (as coauthor) and The Stuff You Can't Bottle."--Back cover.

Includes bibliographical references (pages 179-180) and index.

Other Titles
Unbrandable : how to succeed in the new brand place

Classifications

Dewey Decimal Class
658.827
Library of Congress
HF5415.1255 .S76 2015, HF5415.1255

The Physical Object

Pagination
184 pages
Number of pages
184

ID Numbers

Open Library
OL30085745M
Internet Archive
unbrandablehowto0000adzk
ISBN 10
0500291926
ISBN 13
9780500291924
LC Control Number
2014952826
OCLC/WorldCat
915492630

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November 2, 2021 Edited by ImportBot import existing book
September 3, 2020 Created by ImportBot Imported from Internet Archive item record.