This book has a simple objective: to explore, illustrate and define
a new set of rules for brand behavior in the digital age. Almost
overnight, and throughout the world, brands have been forced into a
radical rethink of how they behave and interact with people. The
internet and other new technologies, together with changes in
consumer responses and wider changes in society, have reshaped the
communications landscape and disrupted the current advertising
model irrevocably. Tom Himpe provides 17 mantras for everyone in
advertising, communications and business in general, accompanied by
150 recent campaigns. With over 500 illustrations, all 400 pages
are packed with invaluable content and analysis.
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