Richard W. Lewis è una luminare del branding e stratega di marketing, che esplora come persone, luoghi e cose possano forgiare identità distinte. Il suo lavoro approfondisce strategia, marketing e creatività, con l'obiettivo di creare marchi memorabili e potenti. Lewis condivide le sue intuizioni attraverso l'insegnamento e la scrittura, ispirando gli altri a comprendere il potere della brand identity ponderata. Il suo approccio si basa su una profonda comprensione della psicologia umana e dei contesti culturali, consentendo la creazione di marchi veramente risonanti.
A New York Times bestseller, Absolut Book is the behind-the-scenes account of the birth and growth of this award-winning campaign and provides a definitive illustrated history of one of the most successful ad campaigns ever. It is a collector's delight with nearly five hundred ads.
"Richard Lewis of TBWA Chiat/Day, Absolut's advertising agency from the beginning, shares an intriguing, behind-the-scenes account of the birth and growth of this heralded campaign, its personalities and creators, and the paths they've taken to keep it perpetually fresh."--Jacket
Includes CD-ROM.Absolut Sequel is the eagerly anticipated follow-up to the New York Times bestseller, Absolut Book . This companion volume provides a definitive illustrated history of the last ten years of one of the most successful ad campaigns in history. Since Absolut Book's release, the Absolut advertising campaign has broadened its scope from movies to websites and gone global with its international reach. The clever ads found in Absolut Sequel are organized into themes including Cities, Artists, Writers, Album Covers, Collectors, Movies, and the Internet.This is the ultimate collection of the last ten years of Absolut ads, many never before seen, including controversial advertising created, but never used in print. Absolut Sequel is sure to make readers fall in love with the ads, and the vodka, all over again. As Goran Lundquist, president of Absolut, says about the Absolut sensation, "the consumers drink the ads as much as they drink the vodka."