我們的生活充斥著各式各樣的訊息，消費者的接收訊息的習慣，將是廣告傳播時所需要考慮的關鍵，他們身體裡的廣告過濾系統更日漸精細，因此任何的品牌行銷傳播時，如何以最快的方式吸引人群注意，將是一項極大的思考與挑戰。Taken by Surprise克服這些你所擔心的障礙，集合世界各地的品牌、藝術家，如曾獲得金球獎最佳導演獎以及奧斯卡金像獎提名的美國藝術家Julian Schnabel與德國汽車大廠Maybach合作的品牌規劃案例，以及日本三宅一生品牌設計案例，和近年在台灣極為有名的Dyson，或是Levi’s與美國紐約的奧地利設計師施德明的品牌案例；BMW汽車與冰島設計師Olafur Eliasson合作等品牌成功案例。

 

  Anyone currently working in brand communication is facing fundamental yet compelling challenges. In an age in which we are flooded with information, consumers are becoming more critical and discerning. They are deploying ever finer filters so that only the most relevant pieces of information ever reach them. Because of this development, traditional brand and advertising messages are far less likely to be seen.

 

  Taken by Surprise is a collection of communication measures that are sophisticated and relevant enough to overcome these hurdles. They include limited special edition products and signature collaborations between brands, artists, and designers such as those between Julian Schnabel and Maybach, Issey Miyake and Dyson, Sagmeister and Levi’s, Olafur Eliasson and BMW, Jonathan Meese and Staehlemuehle, Terry Richardson and Colette as well as other innovative work by the likes of Damien Hirst, Red Hot Chili Peppers bassist Flea, David Lynch, Geoff McFetridge, and Pharrell Williams.

書籍屬性
[作者]	Gestalten: R. Klanten , R. Klanten , S. Ehmann , A. Sinofzik
[出版社]	Gestalten
[圖書書號/ISBN]	978-3-89955-421-2
[出版日期]	2012
[書籍頁數]	280
[裝訂方式]	精裝
[外幣幣別]	EUR

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