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Innovation Branding: From Theory to Practice
Hardcover
Series: Management of Arts & Culture
ISBN13: 9781041137337
Publisher: Routledge
Published: Oct 26 2026
Pages: 270
Language: English
This book explores how innovation has evolved from a buzzword into a powerful cultural, rhetorical, and strategic force.
Today, the word is more than a descriptor--it signals how brands, organizations, and even nations differentiate themselves, justify investments, and project credibility and forward momentum. With thousands of mentions and uses every day, around the world, the motif of innovation now appears in reports, TV and print ads, digital media, organizational strategy plans, presentations, conferences, and even in the names of companies and brands, making it a widely recognized and popular idea. Blending theory with practice, Itzhak Mashiah examines innovation as a communicative strategy that shapes narratives across branding, policymaking, and identity. The book shows how innovation functions as a mechanism of influence within advertising, PR, social media, and other marketing channels. Drawing on insights from communication, marketing, management, and strategy, Mashiah traces innovation's transformation into a persuasive tool that positions people, organizations, and nations as distinctive, future-oriented, and competitive.
With clear frameworks, global case studies, and practical guidance, this book offers both a theoretical foundation and actionable insights, making it essential reading for students and professionals in marketing, communication, business, strategy, PR, media, and content creation.
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