The best ideas can come from the most unusual and unexpected sources. In this book, leading brand consultant and author Giles Lury presents 75 stories of extraordinary innovation, as well as the many and varied sources of inspiration, that led to companies developing highly successful products and brands. Unlock the key to these brands success with Inspiring Innovation: 75 Marketing Tales to Help you Find the Next Big Thing by Giles Lury which is out now.
Stories of breakthrough ideas and innovations from the world of marketing and branding and their lessons.
- Entertaining and informative stories of how leading brands achieved their success through innovation.
- Each of the stories contains a practical lesson in innovation and marketing.
- A valuable and engaging read for both marketers and non-marketers.
- Written by a leading marketing expert and consultant who has worked with several of the world’s leading brands.
With tales covering brands including Angry Birds, Diners Club, Fanta, Netflix, Viagra, Victoria’s Secret and Airbnb, you will find out how one size does not fit all, and that ideas can be sparked by anything and everything – from anger to embarrassment, from people watching to biomimicry (borrowing ideas from the natural world). Ultimately, this book is a call for disruption and deviance and provides original tips and techniques to help you in your search for the next big thing.
Advanced Praise for Inspiring Innovation
“Giles’s new collection of brand tales is an enjoyable and accessible read that demonstrates how innovation can come from anywhere. A great insight into how brands we’re all familiar with have found inspiration.” – Richard Underhill, European Consumer Research Manager, Sony Computer Entertainment
“Giles has once again unearthed a range of engaging, funny and educational stories that anyone interested in the world of brands will enjoy. On top of this, many of the themes dominating marketing discourse today can be traced through this boo – gender balance, racial inequality and political volatility to name but a few – with direct implications for the work many of us are doing today.” Nick Holden, Consumer Insight Controller, Premier Foods
“Giles is a great storyteller and brings to life the ideas, courage, vision and conviction of the creators behind some of the world’s best-known brands. An effortlessly entertaining collection of stories. So many lightbulb moments.” Sarah Evans, Chair, The Wine Society
About the author
Giles Lury would describe himself as a VW Beetle driving, Lego Watch wearing, Disney loving, Chelsea supporting father of five who also happens to be Director of a leading strategic brand consultancy, The Value Engineers. He has over 30 years of experience in the business and is known both for his creative spark and his ability to constructively challenge conventional thinking, warranting his other title: Director of Deviancy.
Giles has won two IPA Advertising Effectiveness Awards and a gold medal at theAMSO Research Effectiveness Awards. He has worked on numerous innovation projects, leading to some major success and, not surprisingly, the occasional failure. All of this has provided learning experiences for Giles and has been the source of some of his many stories.
He is the author of six previous books including volumes of marketing stories – The Prisoner and the Penguin and How Coca-Cola Took over the World (both published by LID Publishing).
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