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Another prescriptive that reads great and even makes a whole lot of sense but will run into the ground the minute you try to implement it at your bureaucratic, stone age business. Not that that’s the fault of “Doctor Ebiz.”
It’s just something that runs through the mind. Still if you’re looking to extend to the web or revamp your already existing, out-of-date, poorly planned website, perhaps an understanding of the fundamentals of why you’re here
couldn’t hurt. As for actual implementation? You’re on your own, but it’s nice to know how it could have been. (RR, Nov-01) |
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Haig starts off outlining the case for an effective logo and moves on to explain the process involved in getting to that stage. Although examples include the known such as United and Xerox, Haig also uses lesser or completely unknown brands to illustrate logo concept, development and revision. This allows the reader to determine the effectiveness of the logo without the bias of familiarity and also identify with the sort of lower-level work many of us actually deal with on a daily basis. Entertaining and easy to grasp with several visual examples to reinforce or illustrate the points made in the writing. (RR, Nov-01) |
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This handsome coffee-table book displays 50 retail spaces kitted out for the 21st century consumer. Selections range from the cold, industrial quality of a Jigsaw clothing store outlet to the common-man approach of WH Smith, and from the low-budget, psychedelic-inspired Shelly’s shoe shop to the high-court layout of a Moschino showroom. Chosen interiors predominantly focus on clothing outlets although a few banks, cafes, and general retail are scattered within. Each space includes detailed explanations of the original problem followed by the solution. Also by the same author: 50 Trade Secrets of Great Design: Packaging . (RR, Nov-01) |
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The cultural shift that brought most of us up from the unwashed masses didn’t only mean that we were cleaner, but it opened up a whole new market to exploit. From the outhouse to the salon, Sivulka scrubs out a history of American soap marketing from 1875 to 1940. Although soap advertising is more politically correct today, the business of selling soap seems to consistently focus on every insecurity a person could have about his/her body.
An exhaustive sociological look at culture reflected through marketing. (RR, Nov-02) |
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From professors Schultz and Barnes comes this textbook on advertising strategy and integrated marketing communications for a global stage. From basic theory to application of industry stalwarts such as campaign planning, consumer research, budgeting, sales promotion, PR and direct marketing, and evaluating and promoting your campaign. Also by the same author/s: Strategic Brand Communication Campaigns (Schultz, Barnes), Essentials of Advertising Strategy (Schultz, Tannenbaum, Allison). (RR, Sep-01) |
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Woodside subtitles this book “The Nitty-Gritty of Maxi-Marketing” and promises a detailed antidote to the holes left behind by Rapp-Collins’ books on advertising effectiveness. For detail-oriented disciples who want a step-by-step approach to evaluating your consumer, your advertising and your potential. (RR, Sep-01) |
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A collection of print and package work from American design agencies big and small. Third book in a series (proceeding GD: New York and GD: America). Great for brainstorming ideas or just reveling in the brilliance of one’s peers. (RR, Sep-01) |
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A highly graphic rendering of the rules and strategy behind good corporate identity. Whether it’s remaining fresh with a traditional message or repositioning and redefining for a new environment or new growth, Knapp covers the possibilities, letting the art work do a lot of the talking and providing guidance text to explain the point. (RR, Sep-01) |
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From the fundamentals of brand management, including why brands are important, to the decision-making process behind brand loyalty and the methods for evaluating good brand management. The authors include chapters on business-to-business branding and service brands, two topics that typically receive less coverage than the relatively sexy world of consumer branding. Also by the same author: From Brand Vision to Brand Evaluation (de Chernatony). (RR, Sep-01) |
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De Chernatony covers internal and external brand management techniques and the integration between the two in this latest of the new new management models that authors are now writing in hopes of replacing all the standard brand management texts written in the nineties. Nothing earth shattering here. Just another perspective of the standard rules and practices. Also by the same author: Creating Powerful Brands (de Chernatony, McDonald). (RR, Sep-01) |
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This slim book lays out the problems with advertising and the solutions for overcoming these problems, covering everything from strategy to execution. Especially useful are the seven deadly sins of advertising, which should be taped to every adman’s forehead. This updated third edition considers advertising in the context of the recent boom in communication techniques of the digital era. Also by the same author/s: Strategic Brand Communication Campaigns (Schultz, Barnes), Strategic Advertising Campaigns (Schultz, Barnes). (RR, Sep-01) |
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This book was timely in 1999, considering its pub date at the height of Internet start up fever when the challenge was to build a brand overnight, or as the author might say “at warp speed.” Still Winkler attempts to cover the new rules that sprang out of the impact of the technology sector on brands and brand building. (RR, Sep-01) |
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For post-grad students with an existing theoretical and applied background in marketing. How to plan strategically from analysis to implementation with a view to external and internal factors. Includes four indepth case studies on UK-focused brand strategies. Written in textbook format and style. (RR, Sep-01) |
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Brand New
By Nancy F. Koehn, Ph.D
Harvard Business School Press (2001)
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Koehn presents six people who anticipated a need and met it seamlessly by introducing a new product or concept, which revolutionized established customs. Focusing on demand as opposed to supply and the entrepreneur as opposed to the product, Koehn explores the genius behind Henry Heinz, Josiah Wedgwood, Marshall Fields, Estée Lauder, and the ever popular, Howard Schultz and Michael Dell. All six were at the scene of rapid social or economic change with an appropriate response to customer demand. (RR, Sep-01) |
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Whether you’re marketing dolls and action figures or museums and milk, there’s big business in little people. The base of this book comprises experts from brands such as Barbie, Nickelodeon, and Cheerios imparting wisdom on effective design for children. Fishel includes short cheat sheets mapping out the developmental, intellectual and social skills of each age at the end of every chapter. The rest of the book lets the experts do the speaking with author comment or analysis left to the blurbs accompanying the pictures. Also by the same author: Redesigning Identity, The Power of Paper in Graphic Design, Inside the Business of Graphic Design, The Perfect Package. (RR, Sep-01) |
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Straightforward third edition of a textbook-style approach to devising and evaluating an effective marketing plan. Probably not the most thrilling book on your shelf but a necessary evil if you hope to write something clean, concise and competent. From former VP of Grey Advertising, this can’t fail to be useful as we all struggle to plan the next year’s budget. (RR, Sep-01) |
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Everything a company does sends a message to the consumer about its brand. If that message is inconsistent or damaging, the company will suffer as a result. Such is the basis for implementing an integrated marketing process within your company or for your clients to grow brand value. The authors provide a quick quiz to see where you currently rate on the IM scale and then present solutions for bringing you up to perfection. (RR, Sep-01) |
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Design Culture
Edited by Steven Heller & Marie Finamore
Allworth Press (1997)
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An anthology of writing from the AIGA Journal of Graphic Design, sections include the marketability of icons such as Mondrian, the USSR, swastikas and gays and lesbians, identities such as NASA and Nike, the discussion on 'isms' in relation to design, and the inevitable future trends. Written mostly in essay form with a few interviews, the majority of the writers are designers or academics – despite that, it's a fairly good read. (RR, Sep-01) |
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Is your company hot air or cold stare? Schmitt (who for some reason gets capital-letter billing and talks of himself in the third person) and the less-overbearing Brown struggle to break free of the textbook format and style of their business writing counterparts to examine these extremes. The preface promises sex, thrills, and fresh kills, and indeed, chapters include a parody of Dracula to demonstrate conglomerate hell and a mystery to explore transition. Easy to digest; perhaps this is the perfect beach book for the ambitious vacationer – a slim but interesting read on the delicate balance between “bizz” (numbers approach) and buzz (hype without substance). Also by the same author: Marketing Aesthetics: The strategic management of brands, identity, & image (Schmitt & Simonson) (RR, Sep-01) |
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The health service industry from Thailand to New York is big business. In the US, health care service is a trillion-dollar industry, responsible for one-seventh of the economy. Where you go for your triple heart bypass will likely be determined by many different factors – some of which will be less functional and more emotional in nature. This book tackles the difference between product branding and provider branding from the point of view of the health care industry. Despite the very dull presentation, it’s one of the few books out there dealing with branding in the health services industry. (RR, Sep-01) |
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Part autobiographical and part observational, Don Chang shares his ideas on how to achieve and evaluate good creative strategies in design.
Similar to the legendary "Confessions of an Advertising Man" by Ogilvy, this book contains on-the-scene episodes of effective and creative brand strategies. Don Chang, Executive Creative Advisor for Interbrand Asia Pacific and professor at Hongik University in Seoul, draws on his experience with brands such as the Shilla Hotel, Korea Telecom, and Crown Bakery to illustrate his points. Humorous, insightful and especially useful for students and young professionals just entering the professions. (In Korean.) (RR, Sep-01) |
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How much is your trademark worth, and what’s the best use for it? This is a subject that continually puzzles brand owners and not least in part because it’s hard to value something that is intangible and so complex. Smith attempts to make it interesting by providing real world situations to illustrate the importance of trademark valuation. For IP attorneys and valuation or investment professionals. (RR, Jul-01) |
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From the lowly “tin” can to the Times Square ball that Americans use to ring in the New Year, aluminum is both an aesthetic and functional material in our everyday lives.
This book is essentially a program for an international exhibition but also houses a storehouse of information on the extensive history of aluminum and the various designers who have worked with it since its invention in 1869. One half of the book is dedicated to highlighting the work of designers who made the show. (RR, Jul-01) |
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This book is really a hodgepodge of one man’s life against a background of the industry in Europe and the US from the 1920s until he died in 1976. Therefore, we have illustrations from various publications and advertisements, a personal rumination on the city of New York, articles by the author on disparate subjects such as trademarks or the modern graphic designer – all mixed in with an exhaustive collection of Schleger’s project work. Clearly interesting to the people involved or anyone who lived through these times, but perhaps more peculiar in its eccentricities than useful to today’s designer. (RR, Jul-01) |
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A collection of essays on the increasingly relevant role for an active approach to brand development, management and growth from brand consultants in the field. From the basic “What is branding?” written by co-editor John Murphy through the disciplines of packaging, naming, research, brand protection, licensing, and franchising, ending with an essay on the future for brands by Susannah Hart. (RR, Jul-01) |
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A workbook of sorts, Visual Literacy attempts to provide the student with problems to solve using design communication. Starting with basic instruction, the reader must first provide an image using just four basic black squares to illustrate different conditions (e.g., bold, tension, increase, etc.). The lessons move on to illustrating sound, direction and nursery rhymes (using dingbats). For anyone whose job is going to require them to communicate non-verbally within a set of guidelines and standards… in other words, for graphic designers. (RR, Jul-01) |
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Regulations, implementation procedures, search considerations, registrations, infringements and litigation, the Community Trade Mark is a compendium of important information for anyone doing business in the EU. Includes an appendix stating regulation and implementation rules, reprinting copies of application and general authorization forms, indexing cases of opinions, decisions and rulings, and on and on and on. (RR, Jul-01) |
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The Creativity series was borne out of an international advertising and design competition started in 1972. Twenty-nine years later, this book showcases the annual entries deemed best by editor Carter. Good for inspiration when thoughts run dry but perhaps better with fewer images and larger reproductions. Also by the same author: American Corporate Identity 2001, Branding: The power of market identity. (RR, Jul-01) |
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Heller and Pomeroy offer a series of short essays on individual works from posters to identities to illustrate visual communication methods worldwide. Some of the work will be familiar depending on your nationality and background, some will be completely new – all have a compelling message, which explains why they endure over time and across cultures. (RR, Jul-01) |
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The intent here is to help those who are stewards of a high-tech brand or those who are interested in using technology in brand building (which probably encompasses the rest). The more high-tech we become, the greater the need for a method to connect the consumer emotionally with technology (previously thought to be a prickly sector not heralded for its approachability by anyone other than geeks). Temporal and Lee take us through the basics of branding in general and then move on to branding in the context of technology. Also by the same author: Branding in Asia (Temporal), Romancing the Customer (Temporal, Trott). (RR, Jul-01) |
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Neatly laid out with headings to identify the client, the design firm and the team who worked on each case, Silver takes us through the creative process and tells us why the logo works. The fun of this book is in the fresh examples. Although classic logos are briefly noted, most of the logo designs here are new and sometimes completely unknown to the reader. Includes a brief contact directory of the designers in the back. (RR, Jun-01) |
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Anyone who has ever tried to package a multi-angled object for the purposes of shipping through the post can appreciate these simply conveyed designs for gable top to nugget cartons. The authors briefly describe classic packaging with a short case history of recognizable shapes and packages and then move on to devote the better part of the book to layouts. (With PC- and Mac-compatible CD-Rom.) Also by the same author: Packaging Prototypes 3: Thinking green (Denison, Yu Ren). (RR, Jun-01)
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The Perfect Package refers to the whole 360° approach examined, in this case, from a graphics viewpoint. The result is a rich in-depth description of 26 brands focusing on their retail space, office interior, web site, advertising, catalog, and/or packaging. The beauty shots and text are equally in sync to convey the genius of the work on the page. Both aesthetically and intellectually nourishing. Also by the same author: Redesigning Identity, The Power of Paper in Graphic Design, Inside the Business of Graphic Design, Designing for Children. (RR, Jun-01) |
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Brands in the Balance is rich in illustrative content with interviews from Disney’s Michael Eisner to Bernard Arnault at LVMH, Clive Butler at Unilever, Domenico De Sole at Gucci, and many more. Using a case study to illustrate each chapter, Drawbaugh takes us through the all the challenges of managing your brand in today’s landscape. The ideas are not stop-press new, but it’s a compelling, well-written read with original examples - and with all the material out there on the subject, that’s a distinct advantage. (RR, Jun-01)
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D’Alessandro, CEO of John Hancock, offers 10 rules on how to proactively and defensively protect your brand against the legions of possible mishaps it can encounter from the incongruity of an M&A to a damaged image due to scandal or an ill-fated sponsorship. Along the way he touches on the themes of 360° branding from promotion to internal brand management (although he doesn’t for the most part use jargon to make his point). (RR, Jun-01)
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Well we've known all along that the customer is always right, but lately they’re taking a more active role in shaping the end product. Customers now have the ability to customize everything from a webpage to a pair of sneakers, and their purchasing decisions are now more than ever based on how well you respond to their needs. With customers driving your business, you’ll want to make sure that your customer experience is consistent with your brand personality. (RR, May-01) |
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