000			02124nam a22002177a 4500
005			20250617174135.0
008			250617b |||||||| |||| 00| 0 eng d
020			_a9781032874463
082			_a658.827 _bAND
100			_aAndjelic, Ana _923614
245			_aHitmakers: _bhow brands influence culture
260			_bRoutledge _aLondon _c2025
300			_axi, 208 p.
365			_aGBP _b28.99
500			_aTable of Contents: Introduction: Brands as hitmakers, The importance of storytelling, Cultural products, Media amplification, The Creative Class, Conclusion: Why brands need cultural influence strategy
520			_aModern brands are hitmakers. Knowing how to influence consumers through collaborations, merch, entertainment, brand codes, icons and other cultural products (and not through advertising) is a matter of strategy. In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture, how brands should address audiences, and how the new approach to cultural hitmaking works organizationally and operationally. A cultural hit is an idea, content, or entertainment that a large number of consumers pay attention to, share and talk about. Once cultural hits become market hits, by lifting brand popularity or driving product sales, they have a strong financial return for a company. Brands are motivated to start producing as many cultural hits as possible, and these new formats replace traditional brand marketing strategies. In the book, Ana Andjelic clearly articulates the complexity of this modern brand building, and provides a set of practical examples and tools that can be used by brand strategists to produce a cultural hit. (https://www.routledge.com/Hitmakers-How-Brands-Influence-Culture/Andjelic/p/book/9781032874463?srsltid=AfmBOoqWEW8FUQZ7z1jJmxiHF-cX9YxVie4S6XkiuGIbyvydQQTMwARO)
650			_aBranding (Marketing)--Social aspects _923038
650			_aBrand name products--Social aspects _924605
650			_aPopular culture
942			_cBK _2ddc
999			_c10018 _d10018