Book tip: Brand Design
The world of brands is in upheaval: ads are out, flexible online formats are taking over. Content marketing is destroying dull advertising slogans, users and influencers are spreading the brand message the way they want it. One thing is clear: brand management must completely reinvent itself. The 20 articles in this anthology show how this can be done and how it is already working well. But also brand professionals [...]
The world of brands is in upheaval: ads are out, flexible online formats are taking over. Content marketing is destroying dull advertising slogans; users and influencers are spreading the brand message the way they want it.
One thing is clear: brand management must reinvent itself. The 20 articles in this anthology show how this can be done and how it is already working well. But even brand professionals can sometimes make mistakes - for example, in the chapter names of the individual contributions: The arbitrariness you have to read there (sample: "Branding between Consistency and Compatibility") does not help you to choose the right contribution - and that is really necessary in an anthology like this one.
Because each author cooks his own soup: One explains that brand design is about strategy and not about design, while the next reports in detail about the design process. Apart from such inconsistencies, the book is a cornucopia of brand management that getAbstract recommends to all marketing managers and brand designers.
Publisher: Schäffer-PoeschelPublication Year: 2017Pages: 402ISBN: 9783791039176getAbstract rating: 8Implementability: 9Innovation level: 7Style: 7
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