Brand Revolution: Rethinking Brand Identity

01 02 THE BRAND REVOLUTION IS COMING! Marie-Claude Sicard's seminal guide to marketing breaks down the myths and assumptions surrounding brand management and provides a fascinating perspective from a leader in the field. Drawing on the expertise which has seen her rise to the top of international brand consultancy, Sicard takes us on a radical journey through the evolution of the 'marque' and the strategies adopted by industry giants, showing how creating the right identity changes everything. Brand Revolution is more than a deconstruction; it is the marketing philosophy of the future. 04 02 PART I Brand Identity: The Story Of A Meteorite A Paradoxical Success Story What Is The Situation Today? When The Unconscious Gets Involved A New Way Of Thinking About Brand Identity PART II An Analytical Method The Concept Behind The Fingerprinting Method The Fingerprinting Method: The 7 Poles The Fingerprinting Method: A User's Manual Conclusion Bibliography Index Of Brands 19 02 Popular and exciting topic – challenges conventional marketing approaches and is up to date with current trends and developments Presents a new method (the fingerprint method) for understanding and shaping the identity of your brand, going against the grain of traditional theories Case-studies of big brands – L'Oreal, Jaguar 31 02 There is about to be a Brand Revolution! This books helps organisations think about the constantly changing relationship between the customer and the end user in order to manage brand identity 02 02 Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand. 13 02 MARIE-CLAUDE SICARD is an Associate marketing Professor at CELSA (Paris IV Sorbonne), France, a well-known expert on brands, and a consultant for French & international companies with her company MCPS Conseil, Brand Analysis and Strategy Consultancy. As a strategic marketing consultant, her clients have included L'Oréal, Lancôme, Ralph Lauren, Armani, Kellogg's, Porsche, Jaguar, Renault, Dior, Louis Vuitton, tourism companies (Club Med), medias and banks (such as BNP Paribas). She fi rst published this book in France as Brand Identity: A Methodology (Identité de marque, la méthode de reference en marketing qualitatif), where it is now the standard