Brand Immortality launched last night
Brands don’t have to die if they are well managed. They can renew continuously and outlive their creators say the authors of Brand Immortality, How brands can live long and prosper,
Hamish Pringle, Director General of the IPA and Peter Field, marketing consultant. The book was launched at an evening reception last night (26th November).
The book, published by Kogan Page, is available to order now from Amazon at the discounted price of £18. Further details can also be found here.
This book examines how many of the best-known and widely accepted theories of marketing work against brand immortality not for it. It distinguishes the useful from the dangerous and pulls together a wide range of experience of how marketing thinking can benefit brands at different stages of the market life-cycle. It draws on the findings of the internationally-renowned IPA Effectiveness Awards case studies - 880 brands that have defied the challenges they faced at different stages of their evolution, including Nokia, Sony, Nike, and Apple. There is also commentary from industry insiders such as Procter & Gamble’s Roisin Donnelly, M&S’s Steven Sharp, and Tesco’s Richard Brasher.
Says Hamish Pringle, author, “Brands are much more robust than many people realise, they just need to be properly managed depending on where they are in their life-cycle. The common perception that the death of a brand is inevitable is both wrong and worrying, especially for the shareholders in companies whose CEOS, CFOs and directors have yet to grasp this.”
Says Peter Field, author, "In Brand Immortality we wanted to go beyond just reviewing inspiring case studies - so we have used robust analysis of almost 900 case studies of successful brands to set our observations in a proven practical framework for how to keep brands healthy, whatever their age and circumstances."
Says Roisin Donnelly, Corporate Marketing Director UK & Ireland, Procter & Gamble, “Our aim is to improve our customers’ lives through our brands, but our consumer is better informed and more demanding than ever before. Thus we need constant and relevant innovation in our products and marketing to win and keep winning their trust….The case studies and analysis in this book presented me with some important new insights.”
Says Sir Martin Sorrell, CEO, WPP, “It will be impossible from now on for any brand manager to blame his brand’s terminal illness on natural causes and hope to get away with it. Brand Immortality puts the responsibility for managing a brand’s longevity squarely back where it belongs: with its owners. And then helpfully shows them how to do it.”
Says Lorna Tilbian, Executive Director, Numis Securites Ltd, “According to Brand Finance, 12 per cent of all shareholder value globally resides in brands, so ensuring they last as long as possible, and profitably so, must be paramount to investors. This book should be a City ‘must read!”
About the authors:
Hamish Pringle is Director General of the IPA and has over 26 years’ experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. He is also the author of Brand Spirit, Brand Manners and Celebrity Sells.
Peter Field spent 15 years as a strategic planner in advertising before working as a consultant. As well as setting up a training partnership for the advertising and marketing industries, he helped start Eatbigfish, the challenger brand consultancy. Peter has written widely for various journals of the marketing and communications sectors, and most recently co-authored Marketing In The Era of Accountability – the most complete meta-analysis of the 880 case studies of the IPA databank yet conducted. In Brand Immortality he extends that analysis further.
Last updated 28/11/2008