描述
开 本: 16开纸 张: 胶版纸包 装: 精装是否套装: 否国际标准书号ISBN: 9781576875490
In 2009 for “Earth Hour,” Leo Burnett moved over a billion
people to action—that’s slightly more than one out of every seven
people on the planet, the largest mass participation event
ever.
For the first time in Leo Burnett’s history, the company
responsible for building some of the most beloved and popular
brands in the world has decided to share its approach to creativity
and brand building, revealing how to create brands that truly
matter to people.
HumanKind is a book about people, purpose, and changing behavior,
and is a firsthand look at marketing that serves true human needs
and not the other way around.
HumanKind provides entree to the moment of germination within the
inner sanctum of one of the advertising industry’s most creative
shops through interviews, conversations, tran*s, and
images.
HumanKind is fully illustrated and includes a step-by-step
demonstration of how Leo Burnett is applying its unique approach to
forever redefine the very nature of communications itself.
Ultimately, it’s people—not advertising agencies—who create great
“people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat,
Kellogg’s, and Blackberry. Leo Burnett has always chosen to put
people first, and to apply a people-centric approach to brand
building it today calls HumanKind.
Welcome, to a HumanKind communications company. And welcome to
the story that explains it all.
评论
还没有评论。