Face your brand! The visual language of branding explained PDF Download

Author:
Publisher: Alex Greyling
ISBN: 0620443103
Category :
Languages : en
Pages : 321

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Author: Catharine Slade-Brooking
Publisher: Laurence King Publishing
ISBN: 1780679807
Category : Design
Languages : en
Pages : 427

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Book Description
Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.

Author: Rob Wallace
Publisher: Rockport Publishers
ISBN: 161060184X
Category : Design
Languages : en
Pages : 272

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Book Description
This book, the second in the series following Really Good Logos Explained, addresses the elements of effective packaging vs. packages that aren’t successful and what makes a particular design more powerful or attention-getting than others.Four well respected design professionals—each of whom will specialize in the area of product packaging—evaluate the 300+ design examples in the book. Each author provides specific and to-the-point observations and critiques.

Author: Dawn Lerman
Publisher:
ISBN: 9780415899994
Category : Business & Economics
Languages : en
Pages : 160

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Book Description
Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions -- Brand language and brand management -- Glossary -- Index

Author: Philip Kotler
Publisher: Springer Science & Business Media
ISBN: 3642042147
Category : Business & Economics
Languages : en
Pages : 409

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Book Description
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Author: Alina Wheeler
Publisher: John Wiley & Sons
ISBN: 1119984815
Category : Design
Languages : en
Pages : 358

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Book Description
Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Author: Greg Hoffman
Publisher: Twelve
ISBN: 1538705583
Category : Business & Economics
Languages : en
Pages : 269

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Book Description
Innovative strategies for success from former Nike CMO Greg Hoffman, who had a major hand in crafting Nike’s singular brand and was instrumental in its most high-profile breakthrough campaigns. In EMOTION BY DESIGN, Hoffman shares lessons and stories on the power of creativity drawn from almost three decades of experience within Nike. A celebration of ingenuity and a call-to-arms for brand-builders to rediscover the human element in forming consumer bonds, EMOTION BY DESIGN is an insider’s guide to unlocking inspiration within a brand and building stronger emotional connections with consumers, using Hoffman’s three favorite guiding principles: Creativity is a Team Sport Dare to be Remembered Leave a Legacy, Not Just a Memory Over the course of a twenty-seven-year Nike career—from intern to Chief Marketing Officer—Hoffman led teams in shaping and expressing Nike’s brand voice and identity through storytelling and experiences. Every story was distinct, yet the result was always the same: a strong emotional attachment between products and people—quite literally emotion by design. With fascinating stories about Nike’s most famous campaigns, EMOTION BY DESIGN shares Hoffman’s philosophy and principles on how to create an empowering brand that resonates deeply with people by unlocking the creativity within your organization and unleashing it out into the world.

Author: Peter Wilken
Publisher: Post Hypnotic Press Inc.
ISBN: 1772562424
Category : Design
Languages : en
Pages : 242

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Book Description
In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers. Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood. Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the author's proven Brand Centered Management(TM) process, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish--just like a dim sum meal. "This book is full of common sense. The kind of sense that isn't always common." --Andrew Robertson, President & CEO, BBDO Worldwide, Inc. "If you've had your fill of long-winded books on branding, then Dim Sum Strategy is for you. Filled with bite-sized nuggets of wisdom, it's the perfect format for time-stressed professionals. In other words, all of us." --Graham Kelly, Founder of Originate and former Executive Creative Director at Ogilvy, BBH, Saatchi & Saatchi, and TBWA "Peter Wilken brings great warmth, humanity, and vast experience to bear on his wide-ranging analysis of the myriad brand philosophies and tools out there. In an era where there is no 'one size fits all' solution, his Dim Sum Strategy is just what you need." --David Guerrero, Creative Chairman, BBDO Guerrero "I've read numerous books on brands and branding, but this one is refreshingly different. Peter Wilken, who has a wealth of experience in the field, has captured all the essentials right here and expressed them in an easy-to-digest manner. Bon appetit!" --Dr Wayne Lotherington, Founder & CEO, All sorts Habit Creation and author of How Creative People Connect

Author: Neal Schaffer
Publisher: HarperCollins Leadership
ISBN: 1400216370
Category : Business & Economics
Languages : en
Pages : 288

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Book Description
The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology.

Author: Sivakumar Harinath
Publisher: John Wiley & Sons
ISBN: 0471927198
Category : Computers
Languages : en
Pages : 859

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Book Description
Written by the lead developers of Analysis Services at Microsoft, this book begins with an overview showing how Analysis Services and MDX can be used to build data warehouses and multidimensional databases The authors then describe the development processes for building dimensions and cubes from various data sources Demonstrating a variety of techniques in real-world scenarios, the book shows how MDX can be used to query databases to provide sophisticated analysis of business problems Finally, the book explains how Analysis Services can be used with other components of SQL Server, including DTS, data mining, and Report Services, to provide comprehensive, end-to-end solutions