New book outlines 'What is a 21st Century Brand?'

It asks, "What is a 21st Century Brand; how is it changing and what is critical now?" "What are the new mantras and principles?", "What are the new ideas on how to do it?" "What do you believe and what would you do therefore?"

Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with the IPA, the book's papers are accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and edited by Nick Kendall. Together these perspectives provide the opportunity for readers to challenge and consider their beliefs.

Highlighting that today's most successful agencies are those that are embracing the new ways in which we consume content, the book delivers cutting-edge thinking across all areas of advertising practice to reveal the fundamentals of creating and building brands. This book:

• Covers all areas of modern advertising from multiple points of view to help professionals put their fingers on the pulse of best practice

• Teaches how to build a great brand and how it can add value to a business

• Enables readers to think more broadly about brands and to better serve their clients

Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Johnnie Walker and Unilever's 'Dirt is Good' laundry brand. He is a founding partner of Bro-Ken and member of The Garage, which helps start-ups build brands.

He designed and created the IPA Excellence Diploma, which is described as 'the MBA of brands' for the advertising industry, and is its Chief Examiner. He received the IPA President's Medal for his services to the industry. For more information, click here.