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Helpfully bound in a rubber cover, this book will certainly keep you entertained for an afternoon of inspirational research of sex in design. Exploring themes of heterosexuality, homosexuality, S&M, stereotypes and shock, there’s something for most anyone here. Comprised almost entirely of illustration, the accompanying text includes credits and a brief interpretation of the meaning behind the image. The book’s conclusion? Sex sells. (RR, Aug-2003) |
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A beautiful coffee table size book of design that has risen from function to icon. From the Underwood Typewriter No 5 to Bugatti, Lego to Philips’ CD, and Tamagotchi to Virtual Reality, each page includes a background of the designer(s) and style of the time. The chronological order allows the reader to see trends or shifts in design thinking. Despite a possible preoccupation with chairs (including Mackinstosh’s beautiful Hill House, the ever-popular Eames and Starck’s Costes) the editors offer a good mix of examples from pens to maps to fonts to razors to telephones.
(RR, Aug-2003) |
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Excellent in depth case studies of packages that work and why they work for a wide range of products including CDs, clothing, condoms, food and drink, and beauty items. The authors offer several pages with before and after images, draft executions, and text explaining the challenge, solution, and approach to collateral or extensions.
(RR, Aug-2003) |
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Characterizing the client as beast, Shapiro engages anyone who regularly feels compromised between doing “great” work and pleasing a client. However, she goes on to bring us the client’s perspective and gently remind us that without clients there is no work. Part I covers where to meet clients, how best to approach them, how to dodge a blow off, how to sell your idea, how to please, and how to stay fresh. Part II comprises interviews with designers recounting challenging client situations and their solutions. (RR, Aug-2003) |
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If you need a team of reporters to tell you that it’s raining outside, then a whole book on The Weather Channel will surely have your pulse racing. The fascination with a 24-hour weather channel reflects the brand’s success at creating demand -- even among viewers for whom the weather is largely without consequence. The author is the former chairman of a media company, which umbrellas The Weather Channel, so don’t expect critical review, but do expect to better understand how a market can be created and a brand can grow, from a man with a front-row seat. (RR, 05-2003) |
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Maxim, Diesel, Nissan, E-Bay, Hard Candy -- according to Stricker, there’s a lot to learn from the principles of Mao Tse-tung, the original guerilla chairman. Well researched, well written, clever and simply stated, this book takes a humorous but instructional stab at what makes an underdog a formidable opponent. Let’s be honest, most of the drivel we read every day is neither original nor amusing. This combines both; if you haven’t read the red book, you should do so today. (RR, Jul-03) |
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The catalogs demonstrated here offer strikingly inventive approaches to the form and function of product display, raising the lowly catalog from a purely functional display of merchandise to something resembling high art. Styles range from the beautifully simple layout of a Takashimaya catalog to a more cluttered Martha Stewart catalog, which demonstrates how one can order a multi-product page and not overwhelm the reader. One catalog, selling otherwise mundane carpet, sets a suggestive scene by featuring an elegantly-dressed woman on her knees peering through a keyhole. Is there hope for the supermarket circular? (RR, 05-2003) |
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Creativity probably can’t be taught but no one gives up trying. This folksy book combines humor, exercises, ink drawings and shameless flattery to try to convince the reader that he too can pull some clever idea from his otherwise bankrupt bean. Sort of a self-help book for the business set. Cynics should seek inspiration elsewhere.
(RR, 05-2003) |
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Should you hitch your wagon to another? Is your wagon even hitch-worthy? Forming an alliance can enhance your brand, but it can also lead to headaches and possibly even ruin. This slim volume touches on the elements of co-branding, including trademark licensing. The authors also offer a worksheet for judging the value of co-branding in relation to your brand and a helpful glossary of branding terms in the back. (RR, 05-2003) |
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How do designers keep things orderly? They make a grid. Samara splits his book into two parts so we can learn the rules before we break them: Part I shows grid making; Part II covers grid breaking. Examples are supported by text describing hierarchy, textures, movement, etc. (RR, 05-2003) |
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The content and layout of your Palm Pilot, videogame, watch, cellphone face, and iTV is a balance of creativity and technological capabilities. As technology improves, interactive opportunities will become more prevalent, encouraging greater use of narrowband, wireless and broadband to advertise and inform the public. Curran’s book documents cases of this discipline in practice. (RR, 05-2003) |
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Stalnaker defines an international ‘graphic of trendsetters and illustrates them through reprinted emails, articles and anecdotes. In between, he attempts to explain branding as it relates to this target market. Hub Culture will interest anyone trying to reach ahead-of-the-curve urban consumers and also anyone with a sociological interest in the development of groups and trends. Stalnaker’s style is modest and interesting (even if his study group is not); a welcome break from some of the stuffier books we slog through at work. Read an excerpt of the book here. (RR, 05-2003) |
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Concentrating on the field of technology and BtoB, the authors discuss growth and competition in the context of brands such as Intel, Oracle, Microsoft and Sun, while drawing on old (largely BtoC) stalwarts such as Coca-Cola, GM and P&G. Includes a brief postscript that attempts to bring meaning to the dot-com bust. (RR, 05-2003) |
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The maps collected here extend beyond the everyday task of ordering streets to celebrate the mapping of all space, including information, intangibles, concepts, ideas, and events. Even though maps are subjective, we tend to trust them completely (Henry Beck’s orderly but inaccurate map of the London Underground comes to mind). Here the mundane map rises to the status of art form. (RR, 05-2003) |
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Written in the context of an economic slowdown, the author recommends strategies for survival and, hopefully, even growth when times get tough. Bly spends the whole of Part I, recommending an improved attitude and behavior in our work performance. It may sound hokey, but it’s sound advice; if we can find discipline in our work behavior, there’s hope for improvement in our output. (RR, 05-2003) |
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A basic what-is-branding-and-how-can-I-do it-better book. In addition to the usual brand topics, Wreden covers B2B branding and using the Internet for more than just a hi-tech brochure or a place to house pop up ads. Each chapter is illustrated with briefly profiled brands. (RR, 05-2003) |
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Levine argues the case for using public relations in equal parts with advertising and marketing to manage a brand. Heading an agency that handles such bold name clients as Barbra Streisand, Janet & Michael Jackson, Ozzy Osbourne and other American pop icons, Levine peppers the book with all sorts of references to famous personalities and how their brand stories relate to a fictitious brand of ice cream for which he builds a case study to demonstrate his premise. (RR, 04-2003) |
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Lindstrom bases much of this book on the findings of a yearlong effort by market research agency Millward Brown to study tweens in certain regions of the world; the result is a book rich in research on this coveted group. Tweens, defined by Lindstrom as pre-adolescence to fourteen, reportedly has the largest disposable income of any previous generations (at least in the westernized world). Lindstrom paints a picture of this pint-sized but powerful market and delivers standard branding advice on reaching them. The book “lives” online with updates and revisions ongoing. Also by the same author: Clicks, Bricks & Brands, Brand Building on the Internet (Lindstrom, Andersen). (RR, 05-2003) |
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The title pretty much sums up this book: 360? branding in the context of the Asian marketplace. The writing is fresh and the local examples provide some reprieve from the usual profiled brands (instead of Starbucks, Marlboro, and BMW, we get a religious organization, Cerebos, Pond's Institute and Nestle). Each profile offers an in-depth examination of the challenge, the climate/market, the work and the solution. Examples include little covered situations such as reaching customers in media dry markets or approaching culturally or socially sensitive considerations. (RR, 05-2003) |
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Subtitled “the new blueprint for marketing communications in the 21st century” the authors (one creative guy, one media guy) argue a case for uniting media and creative elements to make the most of communication channels, particularly in the overwhelming media landscape of the 21st century. An agency book probably of most interest to agency people such as media buyers, creatives, sales/new business, etc. (RR, 05-2003) |
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The authors wish to inform that this book is not about buzz (the buzz on buzz is that it’s dead), but rather it is about actively generating buzz to affect great marketing. If it amounts to the same thing in your book you may be too clever for this argument. But buzz has been around forever and clearly it works, so why not embrace it? The trick, as the authors caution, is in generating it, avoiding its bite, and stretching it to last (don’t let your buzz turn into “zzzzz”). (RR, 05-2003) |
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Wertime defines 12 archetypes -- The Hero, Loyalist, Wise Old Man, Change Master, Siren, Mother of Goodness, etc. -- and personifies the qualities of each to illustrate his points. So for instance, The Anti-Hero supports the brands of rap label Death Row Records, trash TV, and Harley Davidson. From these defined groups, the author urges us to find an image that works best for the brand and apply the building blocks to create a brand that fits our chosen characteristic. (RR, 05-2003) |
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Brand Driven
By Joseph LePla, Susan Davis, Lynn Parker
Kogan Page (2003)
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Managing a brand is a monstrous task -- so many elements, opportunities, and risks to consider. But areas for success or failure can be identified as close as one’s own employees. The authors remind leaders that a brand is only as strong (or sick) as its internal components. Attention to internal brand management can strengthen the external image and lead to a cohesive, integrated brand overall. Also by the same authors: Integrated Branding (LePla, Parker). (RR, 05-2003) |
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If you have any interest in the beauty of design or the reflection of cultures in structural objects, you should buy this book (expense it; save your money for a visit to the real thing). The magnitude of Borobudor, the mountain chorten, and the towers of China, are among the varied Buddhist structures displayed here. Large color photographs illustrate the structures, vellum overlays define the architectural plan, and informed but brief text explains the history and importance of each stupa. A glossary sorts the anda from the yahsi. (RR, 05-2003) |
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This book has been around for over a decade but the advice on creating and maintaining brand equity is still relevant. In addition to exhaustively covering the key components of branding, the latest revised copy includes more coverage of the service industry, BtoB brands and ultra-premium brands. For the newcomer who’s still finding his way around the subject of brands, this book is a strong ally. Also by the same author: Re-inventing the Brand . (RR, 05-2003) |
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Kapferer looks at global trends and how they affect the discipline of branding. The focus is not just branding within the context of a web-connected world but rather branding in the face of the many factors now affecting much of the westernized world, including the proliferation of private label brands, the changing faces of communities and families, the growth of global and what that means for local, the increased awareness and concern toward world events, and the overwhelmingly varied sources of media. Compelling. Also by the same author: Re-inventing the Brand . (RR, 05-2003) |
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A cultural brand, as far as one can determine from this book, is that which is successful at unifying a culture around its product or service (sometimes referred to less mystifyingly as a popular brand). So Starbucks, the Grateful Dead, Harley-Davidson, Apple are all brands which enjoy the status of having consumers identify themselves using the brand’s identities. The trick is (always) how to learn from these brands so you too can sprout the next ‘cultural’ brand. Also by Harvey Hartman: Marketing in the Soul Age. (RR, 05-2003) |
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Contending that consumers can’t be trusted to report on their own feelings, Zaltman argues that alternative methods for understanding your market, such as scrutinizing body language, behaviors, and situational responses, will yield more accurate information than asking the subject to recount his own impression. It could be argued that these alternative methods carry their own biases and flaws (and there’s still no way ‘round the Heisenberg Effect) but they represent an improvement over current practices. For market researchers and frustrated sociologists. (RR, 05-2003) |
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In praise of white space, the author collects successful examples in letterhead, brochures, invitations, labels, advertisements, etc. Each example includes a short explanation of why it was chosen, along with the usual credit to designers, printers, agency and method. Easy on the eye. (RR, 05-2003) |
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Another book for the inspiration shelf. Schrubbe-Potts covers four main areas: designing start-up brands, redesigning well-known brands, brands for niche markets, and children’s brands. Each section uses case study examples to describe the discipline supplanting explanations about practice areas. (RR, 05-2003) |
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There are still many of us deeply involved in the Internet, so despite the leftover quality of the title and the twee context of the self-absorbed Silicon Valley days, this book’s topic is still relevant to anyone growing and managing an online community. Many of the tricks involved in offline community building are applicable for online communities but in case you never learned what those are, this is as good a place to start as any. (RR, 05-2003) |
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This collection of essays builds on Iacobucci’s previous book, but focuses more closely on integrated marketing: aligning communication efforts to present a cohesive brand across different channels, understanding the complexity of the customer, and tailoring your efforts to better target your market. Includes a chapter on the holy grail of marketers’ efforts: measuring customer profitability. Also by the same author: Kellogg on Marketing. (RR, 05-2003) |
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A behind-the-scenes look at creating motion graphics for television, Internet and film. Using a variety of software products (Adobe and Macromedia loom large), artists manipulate images to create fantastical (in content) yet realistic-looking scenarios. Case by case, the book covers top motion graphic creations for media companies, sports events, consumer products, and of course, horror flicks. (RR, 05-2003) |
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A collection of brochure examples for corporations, annual reports, products, services, nonprofits or organizations, and arts and entertainment entities. Apart from recognizing the design firm for its work and briefly noting the tools, print process, and client, there is no other text. More of a show than tell book. Also by the same author: The Best of Business Card Design . (RR, 05-2003) |
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From their heyday in the 60s, Chermayeff and Geismar were still shaking up the design community with an interesting, identifiable approach to logo design: simple, bold, colorful. But then the New Economy came and ushered in a new aesthetic, leaving C&G behind like a brightly painted VW van. They are still identifiable but sadly not quite so interesting. As this book demonstrates, the only thing left is to produce a collection commemorating how good they were. The marks are laid out one to a page with no text. Inspiration for anyone looking for that 60s-type style. (RR, 05-2003) |
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Design agencies contribute essays to comprise a comprehensive manual for surviving and maybe even maintaining sanity in the graphic design business. Topics include: directing your team, managing your ego, dealing with success/failure, moving to another location (yourself or your agency), dealing with loss (your big client or a talented designer), delving into new practice areas, and co-operating with your partner. Interesting for anyone working at an agency. (RR, 05-2003) |
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