The Winkelried of meta-marketing
There is a simple reason why the second album by the co-founder of the cult London agency St. Luke, released in early 2002, is already being hailed as a classic:
There is a simple reason why the second book by the co-founder of the London cult agency St. Luke, published at the beginning of 2002, has already been declared a classic:There is a simple reason why the second book by the co-founder of the London cult agency St. Luke, published at the beginning of 2002, has already been declared a classic: at that time, Werbewoche did not yet carry a book page. Otherwise we would have strongly recommended this firework of ideas grounded in cognitive and cultural studies back then.
John Grant's vision of the future of branding does not lie in building virtual images, but in creating real worlds of knowledge. Whether coffee, computers, furniture or organic cosmetics: avant-gardists such as Starbucks, Apple, Ikea and Body Shop are showing how and where things will be done in the future. Brands as image carriers can symbolize this collective educational process and even initiate it. They cannot control it on their own. This requires a new meta-marketing, the mental prerequisites and communicative implementation of which Grant describes so vividly and inspiringly in "After Image".
> After Image. Mind-Altering Marketing by John Grant. Harper Collins Business, London 2002. 288 pages, 58 francs.
(oc)
John Grant's vision of the future of branding does not lie in building virtual images, but in creating real worlds of knowledge. Whether coffee, computers, furniture or organic cosmetics: avant-gardists such as Starbucks, Apple, Ikea and Body Shop are showing how and where things will be done in the future. Brands as image carriers can symbolize this collective educational process and even initiate it. They cannot control it on their own. This requires a new meta-marketing, the mental prerequisites and communicative implementation of which Grant describes so vividly and inspiringly in "After Image".
> After Image. Mind-Altering Marketing by John Grant. Harper Collins Business, London 2002. 288 pages, 58 francs.
(oc)
