Spark : the insight to growing brands / Paddy Rangappa
- Rangappa, Paddy
- New Delhi : Simon & Schuster India, 2017.
- Physical Description:
- 193 pages : illustrations ; 25 cm
- Machine generated contents note: pt. ONE The Insight to Growing Brands -- ch. 1 Brand Growth: Challenging Times -- ch. 2 Consumers and Brands: Myth and Reality -- ch. 3 Mental Availability and Insights: The Nuts and Bolts of Brand Growth -- pt. TWO The Insight to Connecting with Consumers -- ch. 4 Deconstructing Insights: The Power of a Human Revelation -- ch. 5 Do Insights Matter in Today's Digital World? The New Conundrum -- ch. 6 Busting Common Myths: A Measured Understanding of Insights -- ch. 7 Building Knowledge: The Foundation for Insights -- ch. 8 Writing the Insight: Beyond Nuggets of Knowledge -- ch. 9 Selecting the Best Insights: Evaluations -- ch. 10 The Insight Action Plan: Ideas and Tactics -- pt. THREE Creativity That Drives Brand Growth -- ch. 11 Insight-driven Advertising and Brand Building: The Growth Guarantor -- ch. 12 The Craft of CRAFT: A Five-pronged Model -- ch. 13 CRAFT's Conviction: The Cornerstone of Creative Excellence -- ch. 14 CRAFT's Approach: Getting the Process Right -- ch. 15 CRAFT's Foundation I: Insight-driven Briefs -- ch. 16 CRAFT's Foundation II: Evaluating Ideas and Providing Feedback -- ch. 17 CRAFT's Teamwork: The Glue That Binds -- ch. 18 CRAFT's Resources: You Get What You Put In -- ch. 19 A Few Words in Parting.
- 9788193355220 (hardback)
- Bibliography Note:
- Includes bibliographical references (pages 191-193).
- Other Forms:
- Also issued online.
View MARC record | catkey: 22609229