What is a 21st Century Brand?

"The beauty of What is a 21st Century Brand? is that the book outlines the true importance that 'brand' plays in today's world." Admap, 2015

What is a 21st Century Brand?

What is a 21st Century brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe?


What is a 21st Century Brand? New thinking from the next generation of agency leaders features 20 of the best papers produced during the 10 years of the IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. They are accompanied by commentary from leading industry thinkers Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and edited by Nick Kendall. Together they offer you multiple perspectives and the opportunity to challenge your own beliefs.


Highlighting that today's most successful agencies are those which are embracing the new ways in which we consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice. If you want to take time to think about the real fundamentals of what we do as a business - create and build brands - this book will be all the stimulation you could want.


Nick Kendall is founding partner of Bro-Ken, a vehicle for investing his 30 years experience of building brand ideas into business start-ups, and is also part of Sir John Hegarty’s incubator, The Garage. He is former Global Strategy Director of BBH and has been part of award-winning work for Liberty, Levi’s, Boddingtons, Haagen Dazs, Johnnie Walker and Unilever (‘Dirt is Good’).


Nick Kendall is a previous convenor of judges of The IPA Effectiveness Awards and editor of Adworks 10. He was invited to help create The IPA Excellence Diploma in 2004 as part of the IPA’s professional qualifications initiative and has led the qualification as Chief Examiner ever since. Nick is also holder of the IPA President’s medal for services to the industry.


Read the book? Think you know what a brand is? Join the debate at What is a 21st Century Brand? or #21cBrand