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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. 
Kirkus Review
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...
"Living Brands delivers a prescription for what is required to be successful in today's marketplace. It does so with grace, courage, and even humor. It's a wake-up call you won't want to miss."
- Ivy Ross,
Executive VP Marketing, Design and Advertising, GAP Inc. “This book is filled with the astute observations and thoughtful stories of an industry insider. Nadeau clearly has a vision for the role that companies can play that extends far beyond "brand management." I actually think the title doesn't do the book justice. Living Brands is about more than a brand -- it's about organizations and their relationship to the world around them. This is a quick read. And a fun one, too!” - Dev Patnaik, CEO Jump Associates, Co-Author Wired to Care: How Companies Prosper When They Create Widespread Empathy |
