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Brilliantly analyzes the brands that are reaching a new generation of skeptical consumers with a more authentic approach
The “Unbrandables” are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment.Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The Village Voice in New York, and even the California-based fast-food brand In-N-Out Burger, brands both new and established have been able to win over a more skeptical set of consumers by recognizing that honesty is the best policy on practical as well as moral grounds.
Unbrandable is the guide, as much as there can be one, to imitating these companies’ successful marketing strategies. Author Adam Stone examines fifty brands and individuals who have learned how to thrive in this new branding landscape by taking a more creative, transparent approach. Each profile focuses on either a brand that works, an industry professional who has adapted to new branding challenges, an individual who can articulate better than any old-fashioned focus group what the new consumer wants, or a place―among them, Berlin and Sao Paulo―that flourishes on unbrandable principles.
- Sales Rank: #2958804 in Books
- Published on: 2015-07-14
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .80" w x 6.90" l, 1.23 pounds
- Binding: Flexibound
- 184 pages
Review
“[Outlining] the world of ‘unbrandables,’ both unbrandable people, a new consumer group that rejects inauthenticity and materialism, and unbrandable brands, those products that have found a way to connect with these consumers . . . this work offers a provocative discussion on how consumers and brands interact and will satisfy those interested in marketing, advertising, or consumer behavior.” (Library Journal)
“Adam N. Stone has identified a subculture that refuses to crow up, settle or sell out. But will they buy in? To answer that question, Stone defines the space where brands must operate if they are to reach the unbrandables.” (Communication Arts)
About the Author
Adam N. Stone, aka King Adz, is a filmmaker, author, and creative director of 100proofTRUTH, an online magazine that celebrates urban culture. His previous books include The Stuff You Can’t Bottle.
Most helpful customer reviews
1 of 1 people found the following review helpful.
It's like a 20 year old male who reads Men's Health ...
By douglas m. aaron
I drove my new Mercedes "Brand" to the public library "non-brand" so my daughter could get some books. I saw this and was intrigued. After reading three quarters of it I couldn't continue. It's like a 20 year old male who reads Men's Health and has to dedicate his life to living the "healthy way" by forgoing life itself.
0 of 0 people found the following review helpful.
Nice read, good perspective, but a bit incomplete.
By Brian W. Jones
I really enjoyed this book and all of the potential it had. It brought up a lot of interesting thoughts and perspectives that had me evaluating my own role working with brands. There were some nice case studies and vignettes, while some others that just seemed to drop off without making a complete point. Also the definition of "unbrandables" seemed contradictory at times. I would consider Stüssy a text book example of a strong brand—authentic—but a very successful brand in any traditional ways.
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