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Author: Thomas Gad
Publisher: Pearson Education
Published: 2001
Total Pages: 206
ISBN-13: 9780273653684
DOWNLOAD EBOOK →This work offers a universal model (4-D branding) which can be used to create new brands or revitalise existing ones. It identifies four brand characteristics - functional, social, mental and spiritual.
Author: Thomas Gad
Publisher:
Published: 2000
Total Pages: 183
ISBN-13: 9789189388055
DOWNLOAD EBOOK →Author: Thomas Gad
Publisher: Kogan Page Publishers
Published: 2016-09-03
Total Pages: 192
ISBN-13: 0749477512
DOWNLOAD EBOOK →The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Author: Jacek Pogorzelski
Publisher: Emerald Group Publishing
Published: 2018-06-14
Total Pages: 242
ISBN-13: 1787561038
DOWNLOAD EBOOK →The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Donald Miller
Publisher: HarperCollins Leadership
Published: 2017-10-10
Total Pages: 241
ISBN-13: 0718033337
DOWNLOAD EBOOK →More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Author: D. B. Holt
Publisher: Harvard Business Press
Published: 2004-09-15
Total Pages: 282
ISBN-13: 1422163326
DOWNLOAD EBOOK →Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Author: David Airey
Publisher: Rockport Publishers
Published: 2019-01-22
Total Pages: 291
ISBN-13: 1631595946
DOWNLOAD EBOOK →Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding. Written by best-selling writer and renowned designer David Airey, Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios. You’ll see the history and importance of branding, a contemporary assessment of best practices, and how there’s always more than one way to exceed client expectations. You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points. The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, ico Design, and Lundgren+Lindqvist. Identity Designed is a must-have, not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business.
Author: David Airey
Publisher: Pearson Education
Published: 2015
Total Pages: 241
ISBN-13: 0321985206
DOWNLOAD EBOOK →In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last.
Author: Jacek Pogorzelski
Publisher: Emerald Group Publishing
Published: 2018-06-14
Total Pages: 248
ISBN-13: 178756102X
DOWNLOAD EBOOK →The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Ellen Mueller
Publisher: Oxford University Press, USA
Published: 2017
Total Pages: 0
ISBN-13: 9780190225148
DOWNLOAD EBOOK →Elements and Principles of 4D Art and Design is a core text for 4D foundational studies, offering students an accessible and hands-on introduction to the new elements and principles of time-based art. Suitable for both majors and non-majors, the book begins by reviewing basic aesthetic concepts and the principles and elements of 2- and 3D design to help students make connections between more familiar art forms and the new world of 4D design. Through a range of exercises and activities, students will hone improvisation, brainstorming, and critical thinking skills while gaining experience in a range of technologies related to 4D design such as simple video and audio recording and editing. Visit www.oup.com/us/mueller for additional material, including: - Interviews, videos, and audio files for a selection of examples cited throughout the text - Links and suggestions for online technical resources related to DSLR camera use, video editing, audio recording and editing, and stop-motion animation - Links to additional resources on artists and art for more in-depth learning
