The Contagious Commandments: Ten Steps to Brand Bravery

by Paul Kemp Robertson, Chris Barth

Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance? Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments , Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution. Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.

Genres: Business

416 pages, Hardcover

Published November 1, 2018

Reviews

[Sara Massa · Rating 5 out of 5]

I read this book for one of my Advertising graduate classes. I loved the real world, recent examples and case studies from award winning campaigns. This book will expand your way of thinking big, and I highly recommend it for anyone in business, marketing, or advertising.

[Derya · Rating 4 out of 5]

Very useful, relevant and entertaining book summarising 10 commandments for the modern marketeer in an engaging way. Tough, I would love to see more on how to judge creative bravery and giving advice to both client and agency sides how to get there as seems like agencies being brave set as given.

[Robert Geoghegan · Rating 3 out of 5]

Great book. Well executed and super timely. Recommend reading to get the creative juices flowing to push your brand beyond their limits.

[Caroline · Rating 5 out of 5]

I really enjoyed this book, although I'm not in advertising or marketing. I loved the anecdotes and found myself wanting to share the commandments with my workplace so they would use some of these ideas to be creative and build business. It's also a very interesting window into how large a role brands play in our lives, whether we notice it or not. I would definitely recommend this book to anyone interested in creative media, spreading ideas, or wanting to read about some cool and innovative approaches that you wouldn't even necessarily think of as "advertising."

[Domi · Rating 4 out of 5]

Asi nejlepší kniha o marketingu/brandingu, jakou jsem kdy četla.

P.S. Tak dlouho mi její čtení trvalo proto, že jsem si dělala aspoň +- strukturované poznámky a to třeba v metru jde dost blbě, ne proto, že by se četla špatně.