HUMANKIND(ISBN=9781576875490) 英文原版 在线下载 pdf mobi 2025 epub 电子版

　　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, tran*s, 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.

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　　Tom Bernardin is the chairman and CEO of Leo Burnett

Worldwide. During his 30 plus years in the industry, he has worked

in several countries directing the development of brands including

Verizon Wireless, Bank of America, and Jeep, among others.

Throughout his career, he has focused relentlessly on strong

creative teams and the value of powerful ideas. This spirit

continues to inspire his teams working with world-class clients

such as General Motors, P&G, Kellogg, Samsung, and McDonald’s.

Bernardin is a board member of the Ad Council, the Lake Forest

Hospital, and the Field Museum, and is a National Trustee for The

Foundation Fighting Blindness.

　　Mark Tutssel is the creative leader of Leo Burnett Worldwide and

oversees the work of 96 global offices. Under his direction, in

2009, Leo Burnett Worldwide was the third most awarded network at

the Cannes International Advertising Festival as well as the

Network of the Year at the Art Directors Club of New York and the

Golden Drum Awards. Prior to becoming Worldwide Chief Creative

Officer, Mark was Executive Creative Director of Leo Burnett

London. He has twice been inducted into the Clio Hall of Fame and

is member of the Royal Society of Arts.

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书籍介绍

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.

• 作者：柠檬的颜色 发布时间：2022-07-22 16:08:48

  #Wonder library 借的。个人喜爱程度3星半，但4星推荐。排版、字体本身就很广告风。文风也非常有广告学的感觉。有些案例挺不错的，但看完依然觉得广告学是几乎没法教的，绝佳的广告难得一遇，需要灵感需要技术也需要运气。所以广告学相关书籍，总觉得还能再简洁一点，干脆就只说案例是咋做的，分析和理论全都舍弃。不过读者喜好不同，作者多少还是需要说一些东西。

• 作者：甘甜 发布时间：2022-06-24 18:30:46

  一般般吧

• 作者：AngelaWood 发布时间：2019-10-26 18:52:45

  世界越乱，humankind越稳。

• 作者：亢龙无悔 发布时间：2022-05-22 09:22:43

  马马虎虎可以看

• 作者：Toxic 发布时间：2016-11-06 21:36:36

  商学院三年磨砺出了知识体系，职场上跌打滚爬出了实战经验，但是永远不要因为走了太远，就忘记我们为什么出发。群众造就品牌是Marketing里亘古不变的定理，所以反之品牌营销的中心永远不可以脱离人这个群体。这本书引发了市场人内心最深的反省：行动代替广告，以人心为起点。

• 作者：胡纾 发布时间：2020-10-03 02:32:25

  2020

  高二在图书馆

• 二读

  作者：人来人往 发布时间：2020-10-09 22:24:25

  不知为何过不了审，只能贴图了。

  第一遍复习，花了33天，时间略长。刷完后紧接着刷《语言学纲要》。

  两本书一比较，从书的内容上来说，可能《现代汉语》分上下两册，所以内容上逻辑性更强，每一个知识点都罗列得很清楚，容易理解和记忆。反观《语言学纲要》，薄薄的一本书要涵盖人类语言，导致知识点杂糅，重点不突出，逻辑性不强，要多花时间梳理。比较完顿时想把第一遍看时给《现代汉语》的评分从四星改到五星，可惜貌似改不了了。

  

• 老被批评的精神分析理论

  作者：思维的翅膀 发布时间：2020-05-07 17:55:02

  为什么那摩多人批评？

  1精神分析理论大厦和治疗方法很有地位，因此必然被批评，犹如那些大牌明星必然要被批评一个道理，越被批评说明它们生命力顽强

  2利益矛盾冲突，艾萨克牛顿和胡克因为利益撕逼大战，伯努利家族撕逼大战，同理别的学派也会因为这个撕逼大战，大家不要把那些心理学家想得多么圣人，文人相轻的事照样一大堆。

  而且精神分析在治疗性价比方面不符合商业社会的规律，因为认知疗法凭借其短平快的优点开始鄙视精神分析疗法的经济成本高。

  3理论假设冲突，这背后是各心理学派的人性观的差异，犹如缺乏统一的人性观必然互相看不上，而目前为止还无法统一起来这些理论差异

  4唯科学主义的造神和经费预算多，而精神分析缺乏数理逻辑科学那种实验和数学描述，因此很多人用这种无法量化的缺点来斥责精神分析学为伪科学，这本质上和中世纪教廷唯神学主义一个独裁的套路。

  爱因斯坦的理论也是因为无法证明而无法得到诺贝尔奖，可是大家为什么没人说爱因斯坦的理论是伪科学？

  本书是多项心理治疗师培训项目的教材，如中德班、中美精神分析联盟（CAPA）。和众多动力学教材比起来，本书的优胜之处，在于浅显易懂。李孟潮老师曾评价本书具有“易简之美”，而张沛超老师则认为，“直到今天本书仍然是动力学取向最好的临床引论”。在这本简明指南中，三位作者Robert J. Ursano、Stephen M. Sonnenberg和Susan G. Lazar为临床医师提供了有关精神分析性心理治疗的概念和技术的最新介绍，希望这本书能够传达给大家心理动力学心理治疗及其技术的令人兴奋之处、可以发挥的作用以及需要面对的困难！

  和众多动力学教材比起来，本书的优胜之处，在于浅显易懂。因为它本来就是美国精神科协会写给临床医生的简介教材，针对的读者群大多是医学院高年级学生到实习医生这个群体。浅显易懂，是评价初级教材的最重要指标。本书在这一项上基本可以打满分，不但语言非常通俗，而且还把关键概念做成了书后的列表。《易经》有言，“易则易知，简则易从。易知则有亲，易从则有功。”这本教材的亲和力就来自这种简易功夫，易简之美！