What is a 21st Century Brand?

Synopsis of What is a 21st Century Brand?

«What is a 21st Century Brand?» is a collection of essays edited by Nick Kendall, published by Kogan Page in hardcover (432 pages, in English).

It brings together essays from the IPA Excellence Diploma, the programme of the British advertising institute, written by a new generation of professionals from creative, media and digital agencies. It includes comments from industry experts and argues that brands must adapt to the new way of consuming content.

The full subtitle is «New Thinking from the Next Generation of Agency Leaders». The work was published in 2015 in collaboration with the IPA (Institute of Practitioners in Advertising).

Aimed at advertising, marketing and brand management professionals, and at students interested in the current role of brands.