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HumanKind
In 2009 for “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet, the largest mass participation event ever.
For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people.
HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.
HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.
HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself.
Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind.
Welcome, to a HumanKind communications company. And welcome to the story that explains it all.
For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people.
HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.
HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.
HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself.
Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind.
Welcome, to a HumanKind communications company. And welcome to the story that explains it all.
256 pages, Hardcover
First published October 12, 2010
6 people are currently reading
98 people want to read
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Displaying 1 - 3 of 3 reviews
January 7, 2013
Any marketing strategy is done to make the company money. But I would much rather buy from a company that has taken the time to really understand me, and truly desires to make the world a better place, and my life more positive.
If you are a business owner, I recommend HumanKind to help you develop your own it’s-all-about-people marketing approach. However, I also recommend this book to you, the consumer, so you can be more critical in your analysis of a company’s marketing philosophy.
To read the full review visit http://silverandgrace.com/book-review...
If you are a business owner, I recommend HumanKind to help you develop your own it’s-all-about-people marketing approach. However, I also recommend this book to you, the consumer, so you can be more critical in your analysis of a company’s marketing philosophy.
To read the full review visit http://silverandgrace.com/book-review...
January 22, 2016
please see my review in advertising age: http://adage.com/article/ad-and-marke...
and also here: http://the-agency-review.com/humankind
and also here: http://the-agency-review.com/humankind
February 25, 2013
a book that any "brainstorming enthusiasts" should read.
Displaying 1 - 3 of 3 reviews