{"product_id":"humankind-9781576875490","title":"HumanKind","description":"\u003cp\u003eIn 2009 for Earth Hour  Leo Burnett moved over a billion people to actionthats slightly more than one out of every seven people on the planet  the largest mass participation event ever.  For the first time in Leo Burnetts 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 industrys 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  its peoplenot advertising agencieswho create great peoples brands. Brands like McDonalds  Coke  Nintendo  Fiat  Kelloggs  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.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45279857377333,"sku":"ByrdShop_1576875490","price":28.84,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781576875490.jpg?v=1780614017","url":"https:\/\/atxbooks.com\/products\/humankind-9781576875490","provider":"ATX Books","version":"1.0","type":"link"}