Book Cover

We live in a demanding world – demanding because many of our fundamental beliefs are put to the test along with established pillars of both society and the economy. This makes it particularly important to check the validity of old habits and old paradigms so that we can break away from outdated patterns of brand theory, brand management and brand strategy and replace them with adequate tools that can respond to the forces that shape the future of branding.

In our book, Connective Branding, we have attempted to analyse these forces and their impact on branding. We want to empower our readers to see new patterns emerge, draw relevant new connections and build successful brands in this new branding environment. Connective Branding also guides the reader through a step-by-step practical process which can be followed in sequence or used in a modular fashion.

In more than 120 interviews with marketing practitioners, branding experts, and academics we have confirmed our hypotheses about the way branding is changing. We have researched and surveyed brands such as Aer Lingus, Aral, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, LEGO Group, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Village, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more, making sure to draw on examples from across the globe in order to give the book sufficient cultural depth.

Connective Branding suggests a number of shifts from traditional branding

Connective Branding not only provides a framework to facilitate these shifts, but also guides the reader through a step-by-step practical process. After reading this book every brand strategist should be able to answer the following questions