The advertising, marketing and branding professions have often been accused of being "superficially-fixated", self-serving manipulative forces of economic expansion - necessarily evils fueling consumerism - justifiable only because of the alleged resulting prosperity they enable - the same "prosperity" that many say is responsible for the open-pit economy we now confront.
As a product of this incubator - with the majority of my background concentrated in notorious "image" categories, I simply don't buy that. I refuse. It's why I wrote the book, "Living Brands, Collaboration + Innovation = Customer Fascination". I believe that good can be glamorous. I believe that satisfying real need supersedes creating demand. I believe that beauty in all its varied forms needs no justification or apology. I believe in beauty. I see it everywhere. I believe that culture is the mother of commerce - not the other way around. My former and current advertising, brand identity and new product conceptualization projects reflect that abiding philosophy.
"Living Brands signals the beginning of consumer empowerments, as Raymond Nadeau shows the way to a much-needed renaissance in advertising creativity." - George Lois, legendary advertising pioneer and author
Books by George Lois include: Ali Rap: Muhammad Ali the First Heavyweight Champion of Rap, The Art of Advertising: George Lois on Mass Communication, Covering the '60s: George Lois, The Esquire Era, Iconic America: Tommy Hilfiger Celebrates American Culture, Sellebrity: My Angling and Tangling With Famous People, What's the Big Idea?: How to Win With Outrageous Ideas and George, Be Careful: A Greek Florist's Kid in the Roughhouse World of Advertising.
A new approach to branding for the 21st century.
Nadeau, advertising and branding pioneer extraordinaire, starts with a simple and reasonable premise: The job of advertisers should not be to invent consumer needs, but to fill existing desires. The advent of technology, he argues, has created an empowered consumer that has more say than ever in how brands are created and evolve...
Triangle Business Journal Review
The publisher's description for this book says, "If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing...
“There are those in all fields of marketing who struggle their entire careers, desperately attempting to reconcile what they do with what they believe. For those persons, Living Brands provides a road map to both professional success and personal redemption.”
- Dr. Peter Harf,
Chief Executive Officer of Joh. A. Benckiser GmbH
Deputy Chairman of the Board, Rickett Benckiser plc., and Chairman of the Board, Coty Inc.
"Nadeauís suggestion that brands are living, breath (and oftimes fragile) entities is spot on. This book forces us to see beyond convention and look twenty-first century branding squarely in the eye."
- Matt Eastwood
DDB Worldwide, Chief Creative Officer
Former national Creative Director and Vice Chairman, DDB Australia
Former Chief Creative Officer, Y&R