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As we graduate from junk mail to spam, the medium becomes slicker but the message remains the same: if you bait enough hooks, eventually someone will bite. This is a textbook on direct marketing, from initial explanation to instruction on implementation with questions at the end of each chapter to check retention/understanding/pulse. Dry and dense but probably no worse than actually working in direct marketing. (RR, 05-2003) |
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Here White primarily deals with space; everything else -- symmetry, typeface, design -- is discussed in relation to that space. There isn’t much space in the book itself, however, as it is quite busily laid out, but somehow overall effect works well and keeps the material interesting. A thorough glossary and recommended reading (bibliography) are appended. (RR, 05-2003) |
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You know your brand is great. Sadly your employees are indifferent, your customers clueless and your shareholders skeptical. Understanding your brand is one thing, handing that knowledge off to all stakeholders is quite another. Moser instructs the reader to conduct a comprehensive audit of his brand (from typeface, name, and colors to competitors, markets, and distribution), and then compile a “brand roadmap” to use as an internal reference for ongoing brand management. (RR, 05-2003) |
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In Simmons's world there is always a story to tell or the opportunity is being missed. Demonstrating this point, he offers engaging case discussions for quirky brands like Innocent drinks, Lush cosmetics, Egg financial services and Guinness. There are no bite-sized take-aways here. Rather the author lays out an enjoyable, thought-provoking conversation littered with pop-culture references and interesting examples, which leave you rooting for the brands featured. Also by John Simmons: We, Me, Them & It, Telling Stories. (RR, 04-2003) |
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Starting with the principles, this book guides the designer through the basics: color associations, warm versus cool, saturation, as well as outside factors that may unexpectedly affect your color: clients, printers, lighting. Includes handy checklists throughout the book on areas such as evaluating and instructing a printer, dealing with a client, troubleshooting a laser printer and scanning images for web display. Includes a glossary of terminology, as well as examples of printing presses, papers, and web-safe palettes. (RR, 02-2003) |
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Locke's goal is to to engage us as active participants in understanding how micro marketing can out score traditional marketing techniques. Only slightly less hopped up than his inspiration Hunter S. Thompson, Locke encourages us to shelve our mass marketing techniques and concentrate on the mini markets that new media such as the Internet allow us to tap into. Readable style, plenty of pop culture references and passionate. Also by the same author: The Cluetrain Manifesto (Locke, Levine, Searls, Weinberger). (RR, 01-2003) |
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Recognizing that Internet design is completely different from print design, this book starts off by describing how web functionality and scalability suffers under print design mentality. For digital design, it is necessary to think through the entire architecture and networking before even beginning the process of design. In addition to brief text, the book provides examples of sites, CD-ROMs, and other digital media. (RR, 01-2003) |
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Separating his broad topic into brand communication, brand definition, brand equity, and brand strategy, Ellwood brings us from What is a brand? to How can I make it work for me? The book is not high-gloss but it's instructive and carefully explains the process and terminology involved in branding. Includes a glossary of terms and a brief section on the future of commerce as it applies to the topic. (RR, 01-2003) |
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By "death of marketing," Earls suggests that we should do away with the baloney but keep the banana. He uses the example of a plastic-packed "fresh banana snack" as clobbering the consumer over the head with the obvious. It's not that we can't add value to the banana, we just need to apply some creativity… But does that mean marketing is dead or we just need to stop being lazy? Earls encourages the reader to believe in his/her own creativity and find ways to harness that creativity. Much less self-important than previous book. (RR, 01-2003) |
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Calling on the published work of 62 marketing experts, the Boyetts guide us through marketing from Aaker to Kotler to Zyman. The various theories of marketing "gurus" are discussed, compared and summed up to cover how to build, manage, and promote your brand. In addition, the authors provide their own views and the end of each chapter offers a succinct summary of key points. An excellent resource for gaining an overview of the many competing ideas. Covers a lot of territory from naming to equity yet the book is neither plodding nor dull. (RR, 01-2003) |
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Generic containers for every conceivable substance and dispenser need. Short explanations of the benefits of the container and a couple chapters of text on types of containers, considerations in package design (such as child resistance or leak proof), and solutions to caps and lids. (RR, 01-2003) |
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Advertising account planners contribute essays, which basically point out that: brands are complex, brands must move forward, brand owners must engage communication vehicles, advertising is complex, and market research is important but usually flawed. Obvious and not earth-shattering despite the editors’ attempts to convey that this book holds your only key to enlightenment. Perhaps news to the account planning group. (RR, 01-2003) |
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Angering ad execs and bewildering brand managers, this book suggests that advertising as a vehicle for brand building lacks credibility and is ineffectual. Citing major advertising campaigns from brands such as Nike, Chevrolet, Taco Bell, MasterCard, and Budweiser, Ries and Ries advocate abandoning advertising in favor of PR, using the rise of Starbucks, PlayStation, and Microsoft as successful examples. Always readable if not always logical, Ries and Ries have achieved a useful PR vehicle for themselves with their provocative topic. Also by the same author/s: The 22 Immutable Laws of Branding, The 11 Immutable Laws of Internet Branding, and Positioning (Trout & Ries). (RR, 01-2003) |
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Don't be misled by the title of this book, which implies it's a bound brochure of the Saatchi legend. In fact it's not about Saatchi at all (apart from an amusing chapter on the agency’s brief acquisition by Saatchi). Instead it's a glossy brochure of the legend-in-the-making Hoffman York, small design agency extraordinaire. After breaking free of the Saatchi yolk, Hoffman York apparently learned the meaning of life and has published its inspirational messages for other small agencies trying to survive against the giants, with limited resources, complete lack of attention and scant billings. Readable and some great examples of previous work. (RR, 01-2003) |
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High-gloss, coffee table book acknowledging great art direction in the media in the areas of web design, photography, illustration and design (cover and guts). Opens with a special section on reportage in the Western press following the September 11th attack on the US, which makes everything that follows seem hollow and meaningless. (RR, 01-2003) |
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Segmenting the topic out by functional, dimensional, naked, cut, alternative, printed, and mixed media, Fishel covers the field of paper in design usage. (Naked paper is when you do not manipulate the material in anyway and rely entirely upon the paper alone. Alternative enlists paper napkins, handmade paper and chipboard.) Small text beside large beauty shots, along with agency and client information. Also by the same author: Redesigning Identity, Inside the Business of Graphic Design, The Perfect Package, Designing for Children.
(RR, 01-2003) |
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Third in a series on containers; this one with a focus on environmentally friendly packaging. With chapters on the rise of ecological consciousness, recycling practices and case studies. Also by the same author: Packaging Prototypes (Denison, Cawthray). (RR, 01-2003) |
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The Society for News Design honors newspapers from around the world in this coffee table sized, full color book. Segmented by the typical sections of a newspaper (business, world events, sports, etc.), the book displays the best in newspaper layout and art direction. The photojournalism section is staggeringly brilliant. In English and Spanish.
(RR, 01-2003) |
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Which plastic is right for your package design? Aluminum boxite, silicone-based polymer, polyamide nylon? Are you going for bouncy-stretchy or weightless? Will the product be self-assembly, heat resistant or dishwasher safe? Lefteri gives the reader an explanation of all the materials, an overview of their strengths and weaknesses, a directory of their properties and a glossary of terms. (RR, 01-2003) |
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The name says it all: letterhead examples and logo designs, volume five. Good for sparking the imagination when faced with your own (or client) letterhead quandaries. Includes agency, art director and client, but no text description of the work – only full-page repros. (RR, 01-2003) |
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Covering interactive media such as DVDs, CD-ROMs, and websites, the author seems to favor heavy designs with extremely busy GUIs. Light text accompanies the screen captures to explain the concepts behind the noise. Includes its very own CD-ROM. Also by the same author: WWW Design: Flash. (RR, 01-2003) |
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Prototypes and packaging designs that challenge the standard while still adhering to basic rules of packaging such as informational and functional purposes. The book is segmented by ideas that "protect," "tempt," "decorate" and "add value." The last section introduces the different materials that are used (denim to Tyvek), with their pros and cons, instructs the designer on the different processes (die cut to welding), explains the abbreviations for plastics (abs to up) and offers some templates for basic containers. (RR, 01-2003) |
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The authors detail product development from concept to completion, with in-depth explanation of the challenge, preliminary sketches and finished product shots. Staplers, juicers, MRIs, fuel dispensers, cellos, kayaks, paper shredders and more. With complete directory of agencies and design teams in the back. (RR, 01-2003) |
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Cyr looks at brochures that project a good voice through hooks like story telling, humor or honesty, brochures that choose interesting and appropriate materials, and brochures that add value (desk calendars for a design firm and CDs for an opera company). Accompanying text lays out the challenge and sums up "what works" about the finished brochure. (RR, 01-2003) |
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Why are kids miserable? They're bombarded by "wall-to-wall branding" and defined by their peers through the brands they buy. One gets the feeling that both companies and kids will continue to increase their sophistication at staging and fighting the manipulation game but the results will remain pretty much unchanged: kids, like adults, will aspire to own the brands that they think best define them and protest those to which they don't relate. Still, Quart hopes to do her part to quench the overwhelming materialism of Western society (we wish her luck). Billed as an eye-opener, Branded is an interesting read but possibly even more depressing is that the subject is not as shocking as the author imagines. (RR, 1-2003) |
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This detailed and entertaining examination of America’s love affair with the perceived good things in life, tackles the relationship between societal values and the hunger for high comfort. How much farther can marketing gurus push products and services upstream? When everything is luxurious and accessible has luxury itself become a commodity?
If humans were truly rational, Twitchell writes, we would not buy bottled water. It is not the product but the story behind the water – the promise it makes as part of a lifestyle we crave – that we really purchase. Perhaps brands simplify choice at the cost of simplifying the consumer. (JS, Jan-02) |
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This book of commentary, essays and images celebrates retail outlets as modern day museums and conversely explores the art they inspire in our hopped-up consumer society. Art glorifying consumption is interspersed with images of actual retail space, blurring the lines (as is no doubt intended) between what is for sale and what is on display. Primarily focused on European and North American subjects from pop art celebrity Warhol and architect Koolhaas to window dressers Doonan and Duchamp. Fascinating and a good alternative to a day out shopping. (RR, 11-2002) |
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Why do brands like Star Trek, Apple, Linux, the VW Beetle, and, gulp, Jimmy Buffett attract such loyal audiences? The authors distill the qualities of a cult brand down to seven rules and then set about trying to instruct on how to grow your own using nine examples identified as cult brands. Ragas and Buenos both entertain the reader and make the whole process look easy. (RR, Nov-02) |
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Billed as a completely revised and updated version of Griffin's earlier book, Customer Winback, Loyalty is another logically-written, instructional book on how to attract and retain your customer base, with several examples (at this point, clichés) from popular brands. Her 12 Laws of Loyalty chapter is also obvious, and yet so many companies do not practice these principles. So maybe not so obvious. Probably not necessary to own both of these books, unless of course you didn't get it right the first time. (RR, 11-2002) |
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What the conference circuit needs is more bright orange, faux fur business cards. In every size, shape and material, Cullen showcases notable cards that leave an impression on the receiver. Not instructional – the prototypes are left to speak for themselves – but good for tripping the brain when faced with a business card creation assignment. Interesting solutions to representing different industries and interests. One can only imagine the brainstorming among the team charged with the Klapprott account. Also by the same author: The Best of Brochure Design 6. (RR, Nov-02) |
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The idea behind disruption is that shaking things up is good in managing an organization or a brand. Here the CEO of TBWA\ is joined by his colleagues for a second installment of the theme, bringing us up to date and providing examples of recent applications from the agency's great storehouse of advertising campaigns. Unlike many of these agency books, the ideas presented here are thought provoking and intelligent. Still, it's curious how a group that practices Disruption hasn't had the courage to rework the Absolut strategy. (RR, Nov-02) |
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Despite the title this book is actually an intelligent, informed study of trends that are occurring in fashion, society, economy, technology and the workplace. Yes Hill covers well-trod ground with examples like Starbucks, but what's interesting and what makes this a worthwhile read is all the information he crams in along the way. The author, whose goal is to move us from merely observing trends to understanding them, spins a compelling story to illustrate each point. Also by the same author: The Infinite Asset (Hill, Lederer). (RR, Nov-02) |
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Promising the best Flash websites from around the world, this book helpfully provides plenty of illustrations recognizing the very real possibility that the chosen sites may already be redesigned or defunct at the time of printing/reading. Although the software is noted for each site, Donnelly concentrates less on the technique and more on the result. From Africa through Asia, the Middle East, Europe and Australia to South and North America, the author covers seventy sites and includes a glossary of technical terms. Also by the same author: In Your Face Too: Best interactive interface designs 2. (RR Sep-02) |
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Color, fonts, type. All receive special treatment when approaching digital design. Some of the sites in this book ace the menu, others achieve logical navigation, each draws the viewer in to discover more. Largely devoted to site screen captures with a short ‘graph of text to reflect on and credit the work. Good for learning about digital design or looking for inspiration/solutions in working with the web. (RR Sep-02) |
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How does a brand’s value contribute to the success or failure of a business? The authors explain the role of the brand in business and how brand value is determined. The short chapter on Internet brands, covering teething issues like securing a domain name, establishing your brand and meta-tagging, seems a bit out of place with the two chapters on role and valuing an intangible. (RR Sep-02) |
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