Description

The world is busier than ever. One of the major challenges for brands is how to stand out from the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena. The answer is certainly not to create more and more messages. Instead, brand managers should be able to craft ‘polar’ brand associations. This book shows how brands catch the eye by creating polarity. This goes further than just being different. It’s a sophisticated technique to set brands apart from all other competitors in a radical way. This can be done by creating brand associations that radically split a competitive field into absolute opposites or are able to reconcile these in unexpected ways. Lightheartedly and with a wealth of examples, the book describes unique ways of guaranteeing that brands create a break through. Contrarian Branding is a must for brands eager to stand out from the crowd.

Contrarian Branding: Stand Out by Camouflaging the Competition

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Paperback / softback by Roland van der Vorst

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The world is busier than ever. One of the major challenges for brands is how to stand out from the... Read more

    Publisher: BIS Publishers B.V.
    Publication Date: 12/10/2017
    ISBN13: 9789063694630, 978-9063694630
    ISBN10: 9063694636

    Number of Pages: 192

    Non Fiction , Business, Finance & Law

    Description

    The world is busier than ever. One of the major challenges for brands is how to stand out from the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena. The answer is certainly not to create more and more messages. Instead, brand managers should be able to craft ‘polar’ brand associations. This book shows how brands catch the eye by creating polarity. This goes further than just being different. It’s a sophisticated technique to set brands apart from all other competitors in a radical way. This can be done by creating brand associations that radically split a competitive field into absolute opposites or are able to reconcile these in unexpected ways. Lightheartedly and with a wealth of examples, the book describes unique ways of guaranteeing that brands create a break through. Contrarian Branding is a must for brands eager to stand out from the crowd.

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