The days when branders could consult a stayed formula again and again to reach their consumer are over. In the digital communications age branders reluctant to embrace this new cultural landscape run the risk of becoming obsolete overnight. Big companies no longer dominate the public's consciousness by default; conversely small companies who think big now have the opportunity to be key players. Tom Himpe presents 18 new mantras for advertising communications and business in general to both overcome new obstacles and exploit new opportunities. His mantras are brought to life with 150 exemplary campaigns from companies big and small all across the world.
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