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A marketing master reveals how to create brands that tap into customers' lifestyles In an era of 24/7 marketing, companies are creating 'living brands' which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers. Raymond Nadeau, the mastermind behind Celine Dion's and Jennifer Lopez's fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines. Key features Thought leaders at five of the world's top branding agencies reveal time-tested secrets of successful branding Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives Based on the author's groundbreaking 'Living Brands, Living Media' strategy, profiled in Brandweek and on CNN Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age's conferences

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Book Details

ISBN: 9780071466141
ISBN-10: 0071466142
Format: Hardback
(228mm x 157mm x 21mm)
Pages: 288
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 1-Oct-2006
Country of Publication: United States

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Author Biography - Raymond Nadeau

Raymond A. Nadeau is the founder of the agency LBLM (Living Brands, Living Media) and the former vice president of new ideas, global creative director for Coty Inc, Coty Beauty, and the Lancaster Group. He is currently helping to define "branded entertainment" as the executive creative consultant for the Turner Media Group, and he also is launching the North American office for centdegres, the world-renowned Paris brand identity agency. Nadeau has developed brand identities, product concepts, and advertising strategies for adidas, Celine Dion, Jennifer Lopez, Marc Jacobs, Kenneth Cole, and many other clients. His groundbreaking Living Brands, Living Media strategy has been profiled in Brandweek and on CNN.