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Hardcover
Publisher: Wiley
ISBN13: 9780470401422
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
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Praise for previous editions of Designing Brand Identity: An inspiring and powerful toolkit. The Marketer Alina Wheeler provides a practical structure for the brand building process. Al Ries, coauthor, Positioning Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies. Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. Communication Arts
Product Description
Who are you? Who needs to know? Why should they care? How will they find out? In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks. Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits. Twelve Traits of the Best Brand Identity Firms The choice for any client can be daunting. More than ever, there is a panoply of highly capable firms that specialize in brand identity. Which ones should companies trust to revitalize their brand? Whether the firms are global brand consultancies, multidisciplinary design offices, design boutiques, or specialists in areas such as packaging or interactivity, these core competencies hold true. 1. Strategic imagination. An ability to understand and align business goals with creative strategy and expression is critical. 2. Process focus. A disciplined process is used to foster collaboration, build trust, and ensure responsible decision-making and results. 3. Design excellence. Reducing a complex, meaningful idea to its visual essence requires skill, patience, and unending discipline, whether the endpoint is a symbol, a look and feel, or an integrated brand identity system. 4. Irrefutable logic. Creating a new system or brand architecture requires an ability to communicate a compelling case for change to any decision-maker, from the CEO to the director of marketing to a division head. 5. Alchemy. An ability to synthesize vast amounts of information and reduce it to a big idea. Also, an ability to cut through the clutter and see the “gold” in a marketing audit. 6. Empathy and insight. An ability to be collaborative and understand the perspectives of all stakeholders, to suspend judgment and transcend politics. 7. Flexibility and humor. An ability to keep an eye on the big picture despite constraints and challenges. A sense of humor always helps. 8. Mindfulness and curiosity. An awareness of what is going on in the wider world and insight into best practices and the branding landscape. 9. Tenacity. Boundless energy and the perseverance of a marathon runner are required to develop and refine key messages, new names, taglines, and branding guidelines. 10. Organization. Phase by phase, email by email, presentation by presentation, file by file, tracking and documentation are key. 11. Focus. First and foremost, the process must stay focused on the customer and their experience. 12. Passion. Passion fuels excellence and inspires brand engagement.
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| Great case studies! |
| Customer Rating: 5 out of 5 |
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In addition to the step-by-step informational spreads, this book contains about 45 "Best Practices" examples of companies large (Unilever) and small (Laura Zindel ceramics), as well as non-profit profiles, including MoMA, TATE, and Thomas Jefferson's Poplar Forest. Call me a design geek, but I stayed up until 2 in the morning reading them all!
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| Designing Brand Identity |
| Customer Rating: 5 out of 5 |
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The book was delivered on time. The book was in perfect condition as recorded and it has been excellent read so far.
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| Content Rich, Easy to Read |
| Customer Rating: 5 out of 5 |
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This is the first book to read for any branding firm. Alina presents the whole branding process and all its philosophies in such a clear and succinct way. Our firm has used it as a roadmap to develop our own process and continue to add value to our clients.
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| The bible of brand design |
| Customer Rating: 5 out of 5 |
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Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand-builders have Designing Brand Identity. If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you've found your bible. And if you already own the first or second edition, you'll want to upgrade to the third. What I find most remarkable is that, aside from the thorough and relevant content, the design of the book is everything you'd expect from a top brand designer--and so seldom get. A classic.
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| Great Book! Certainly I will use with my students. |
| Customer Rating: 5 out of 5 |
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This is an amazing book. Alina had the ability to gather some great cases to illustrate the rich masterfully methodology presented in the book. As a professor of branding in Brazil, I believe this book is a great reference for professionals and students of branding in the world, for dealing with the subject in a simple and fascinating way.
Congratulations Alina! You did a wonderful job.
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