Richard W. Lewis is een autoriteit op het gebied van branding en een marketingstrateeg die onderzoekt hoe mensen, plaatsen en dingen onderscheidende identiteiten kunnen smeden. Zijn werk duikt in strategie, marketing en creativiteit, met als doel memorabele en krachtige merken te creëren. Lewis deelt zijn inzichten door middel van onderwijs en schrijven, en inspireert anderen om de kracht van doordachte merkcreatie te begrijpen. Zijn aanpak is geworteld in een diep begrip van menselijke psychologie en culturele contexten, waardoor werkelijk resonerende merken ontstaan.
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."