Contrarian Branding

Contrarian Branding Stand Out by Camouflaging the Competition

Paperback (12 Oct 2017)

Save $2.04

  • RRP $21.94
  • $19.90
Add to basket

Includes delivery to the United States

10 copies available online - Usually dispatched within two working days

Publisher's Synopsis

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.

Book information

ISBN: 9789063694630
Publisher: BIS
Imprint: BIS Publishers
Pub date:
Language: English
Number of pages: 192
Weight: 386g
Height: 148mm
Width: 216mm
Spine width: 19mm