Met up with (The) John Grant last week to record a blogcast.
John is a fascinating guy, smart as hell and a purveyor of the killer example - which makes for a great interview. He talks at length about his ideas, from their initial articulation in his first book The New Marketing Manifesto, their more detailed application for the knowledge economy in After Image, through to how they have developed and can (and are) being used today in his new book The Brand Innovation Manifesto.
John also talks about his views on some of the more traditional tools and techniques used in marketing (and some of their short-comings), he gives his opinion on onewordequity (no, really, that's one word), and explains his alternative approach.
I've just finished The Brand Innovation Manifesto and would highly recommend it. It offers a great overview of where 'new marketing' came from, what it was a reaction against, what that might mean for anyone involved in branding today, and how one should go about thinking about marketing problems and solutions in the modern world. As ever with John's books, it's stacked full of practical examples, is wonderfully written, eloquently argued, and constantly challenging.
One of the more interesting things for me that came out of talking with John was the theoretical/psychological framework that he uses. This was not a question we had a chance to explore in much detail, but you do get a strong sense of where he's coming from what he says in the interview, and he's promised to do a post about it on his blog soon.
Right click and save as. (And buy the book.)
Cheers John.
Is he any relation to Eddie Grant or Sheila Grant?
Posted by: Ec | 07/18/2006 at 01:07 PM
Damn! Knew there was something I wanted to ask.
Posted by: Colman | 07/18/2006 at 02:05 PM
Champion interview. But presumbly all the best bits were off tape - the juicy libellous unprofessional stuff. perhaps we need bootlegs [bloglegs?] of the blogcasts to get the 'action'...
not sure i know much more about THEjohn grant though. format development ideas to know more:
1. what's in your fridge / house / bag? do planners still buy crap like everyone else?
2. truth or dare - simple
3. planner idol - series of straight questions which you have to answer in the most obtuse and esotric way possible - voted on and judged by anybody who can be bothered to listen
4. random brand name game - nicked copyrighting team tool, just shout relevant words in reponse to brand names
then copyright and syndicate and watch the cash come in.
Posted by: jamesb | 07/18/2006 at 02:53 PM
Was on the verge of asking him his favourite colour James, but he had to go.
Next time.
Posted by: Colman | 07/18/2006 at 03:19 PM
:-)
Posted by: jamesb | 07/18/2006 at 04:26 PM
Hello Paul
I listened to the end, I listened in shifts, but I listened none the less. And I'm glad I did. The opinions were refreshing and reassuring - especially after six months listening to my bosses 'yes sir'-ing the client all day.
Thanks again, you've provided a valuable service.
And he is indeed the purveyor of the killer example.
Graham
Posted by: Graham Bravery | 08/09/2006 at 03:09 PM
Glad you liked it Graham.
Posted by: Colman | 08/09/2006 at 03:36 PM