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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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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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From the container that carries the product to the text and image adorning it, package design is critical to the overall success or failure of your brand. This book takes you through the supermarket aisles of package design from meeting with the client to delivering the final product, with a full chapter devoted to US law (which will eventually dictate some of your packaging direction, like it or not). Includes a useful glossary of brand and production terms in the back. Also by the same author: Branding at the Digital Age (Meyers, Gerstman). (RR, May-01) |
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Like a male bird in mating season, appearance is half the battle in attracting your market to your brand. This book addresses the usual branding issues from attracting and retaining customers to pricing your product or service, reducing costs and protecting your mark, all from the perspective of your brand’s aesthetics – or “look & feel” as it’s known in the industry. An interesting book, but the blatant self-promotion by Tom Peters in the foreword is shameful even by the industry’s standards. Also by the same author: Build Your Own Garage (Schmitt & Brown). (RR, May-01)
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Iacobucci compiles essays on marketing from marketing professors at Northwestern Kellogg’s Graduate School of Management – a leading academic source on marketing.
These individually authored chapters offer no cute titles and clever TM’ed terms, just the straight facts on branding for those looking to find a classroom in a book. With preface by marketing expert Philip Kotler. Also by the same author: Kellogg on Integrated Marketing . (RR, May-01) |
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Branding is so much about emotion that it seems a little redundant to call your book emotional branding, since any other kind of branding kind of misses the point. That said, Gobé competently lays down an argument to remind us that it’s all about the emotion and how to make sure you’re leveraging that to its optimal level at all interaction points – including the web. Also by the same author: Citizen Brand. (RR, May-01) |
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Anybody who has ever stood at a counter waiting to buy something while the service person answers the telephone knows full well that companies neglect their current customers in the mad-dash search for new ones. Consider this: customer retention is a tricky task but actually winning them back once they’ve left is even more difficult. Griffin and Lowenstein urge us not to give up on those who walk. This book tells you how to turn that customer around and welcome him back for good. (RR, May-01) |
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This little book provides a short, sweet look at brands that have seeped into our lifestyle and informed our cultural worldview. Perhaps because it was written not by an ad exec or a brand specialist but by a curator who specializes in woodwork, the text is clean of doublespeak and the 40 product analyses are refreshingly to the point. Depending on the brand, we either get a tutorial on why the package design works, a study of the brilliance behind the advertising campaign or an illumination of the marketing strategy involved overall. (RR, May-01) |
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If the title of this book frightens you, don’t be fooled. It’s the gutsiest part of the book. We’ve been hungering for a brand book that deviates from the typical dry business-speak monotony…but this book on brand alignment is a bit, shall we say, flaky. If chapter headings like “enter the spirit world” and “keeping karma” and cocktail-napkin-inspired diagrams labeled things like “psychic triangle” and “virtuous circle” make your crystal hum, then this is the book for you. Go on, “convolve and grow” and, like, be your brand, man. (RR, May-01) |
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Co-editors Blackett and Robins compile a compendium of all-you-need-to-know about pharmaceutical branding from industry experts on subjects such as name development, direct-to-consumer branding, country-specific regulatory issues, trade mark protection, alternative medicines and nutraceuticals, package design, and switching status from doctor prescribed (Rx) to over the counter (OTC). Also by the same author: TradeMarks (Blackett). (RR, May-01) |
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What is 4-D branding? It’s the idea that branding has a functional, social, spiritual and mental dimension. If you can differentiate your brand on each of these levels, you’ve attained “brand mind space,” dramatize the whole affect and you’re a “killer brand.” With a short foreward by Richard Branson, Gad explains how to prepare your brand for the future and grow it into a killer brand. (RR, May-01) |
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In research studies carried out in the US and UK consumers are likely to go for a brand that supports a good cause if price and quality are comparable. This book outlines why CRM is a worthwhile investment and how to go about choosing your own good cause to align your brand with. But pity the brand owner who chooses an inappropriate or unrelated cause; good intentions can backfire if the public deems an association suspect or creepy. Many good examples of both good and bad CRM as well as a compelling case for engaging in this admirable effort. Also by the same author: Brand Manners (Pringle, Gordon). (RR, Apr-01) |
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From customer to employee, a brand message is only as good as the people who understand and embody it. There’s no use telling the public how great your service is if they don’t experience it themselves at every point of interaction. Written in a self-help style, this book urges brand owners to take a charismatic approach to instilling brand values in their employees and inspires customers to evaluate purchasing decisions to reward responsible brand owners. Also by the same author: Brand Spirit (Pringle, Thompson). (RR, Apr-01) |
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The main message of this book is to watch your assets. And your most important asset is not your product or service, but your own unique brand. After all, you could be distilling the tastiest vodka in the world but without a strongly defined brand image it’ll lose out to Absolut every time. Your brand is your golden egg, and therefore, you should nurture and grow it for all its worth. But how does one determine the value of one’s brand? And how can one convince others of this value? This book lays out the process necessary to assess and advance your brand’s value. Also by the same author: Building the Brand Driven Business (Davis, Dunn). (RR, Apr-01) |
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Another proponent of what has become a deluge of book themes urging readers to take an organic approach to corporate identity. Ind ties together the brand owner’s internal and external communication efforts to convey a complete picture of the overall brand. And let’s face it. How many of us are aware of our company’s brand strategy or intent? If employees don’t understand the brand and individual departments are all promoting different brand values, the result is confusion and, ultimately, a loss in customers. (RR, Apr-01) |
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Whether it’s Jack Welsh, Nelson Mandela, or a car rental company, everyone wants to be close to a leader. The irresistible allure of a charismatic leader is enough to get people elected, ideas advanced, and brands promoted. But what makes a good leader and how can one improve one’s leadership ability? Well if you haven’t got it naturally, you could start by reading this book. If nothing else, you’ll be inspired by the tales of great leaders and the challenges they faced. (RR, Apr-01) |
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