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Designing Brand Identity: An Essential Guide for the Whole Branding Team - Alina Wheeler
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Alina Wheeler:
Designing Brand Identity: An Essential Guide for the Whole Branding Team - hardcover

ISBN: 0470401427

[SR: 595131], Hardcover, [EAN: 9780470401422], Wiley, Wiley, Book, [PU: Wiley], Wiley, Praise for previous editions of Designing Brand Identity: An inspiring and powerful toolkit. The Marketer Alina Wheeler provides a practical structure for the brand building process. Al Ries, coauthor, Positioning Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies. Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. Communication Arts, Product Description Who are you? Who needs to know? Why should they care? How will they find out? In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks. Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits. Twelve Traits of the Best Brand Identity Firms The choice for any client can be daunting. More than ever, there is a panoply of highly capable firms that specialize in brand identity. Which ones should companies trust to revitalize their brand? Whether the firms are global brand consultancies, multidisciplinary design offices, design boutiques, or specialists in areas such as packaging or interactivity, these core competencies hold true. 1. Strategic imagination. An ability to understand and align business goals with creative strategy and expression is critical. 2. Process focus. A disciplined process is used to foster collaboration, build trust, and ensure responsible decision-making and results. 3. Design excellence. Reducing a complex, meaningful idea to its visual essence requires skill, patience, and unending discipline, whether the endpoint is a symbol, a look and feel, or an integrated brand identity system. 4. Irrefutable logic. Creating a new system or brand architecture requires an ability to communicate a compelling case for change to any decision-maker, from the CEO to the director of marketing to a division head. 5. Alchemy. An ability to synthesize vast amounts of information and reduce it to a big idea. Also, an ability to cut through the clutter and see the “gold” in a marketing audit. 6. Empathy and insight. An ability to be collaborative and understand the perspectives of all stakeholders, to suspend judgment and transcend politics. 7. Flexibility and humor. An ability to keep an eye on the big picture despite constraints and challenges. A sense of humor always helps. 8. Mindfulness and curiosity. An awareness of what is going on in the wider world and insight into best practices and the branding landscape. 9. Tenacity. Boundless energy and the perseverance of a marathon runner are required to develop and refine key messages, new names, taglines, and branding guidelines. 10. Organization. Phase by phase, email by email, presentation by presentation, file by file, tracking and documentation are key. 11. Focus. First and foremost, the process must stay focused on the customer and their experience. 12. Passion. Passion fuels excellence and inspires brand engageme, 3564965011, Branding & Logo Design, 1841, Commercial, 1829, Graphic Design, 1, Arts & Photography, 1000, Subjects, 283155, Books, 1863, Techniques, 1865, Use of Color, 1866, Use of Ornament, 1829, Graphic Design, 1, Arts & Photography, 1000, Subjects, 283155, Books, 2702, Marketing, 2703, Direct, 2705, Global, 2706, Industrial, 2707, Multilevel, 2708, Product Management, 2709, Research, 2710, Telemarketing, 3563, Web Marketing, 2698, Marketing & Sales, 3, Business & Money, 1000, Subjects, 283155, Books, 491624, Marketing, 468220, Business & Finance, 465600, New, Used & Rental Textbooks, 2349030011, Specialty Boutique, 283155, Books

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Designing Brand Identity : An Essential Guide for the Whole Branding Team - Alina Wheeler
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Alina Wheeler:
Designing Brand Identity : An Essential Guide for the Whole Branding Team - used book

ISBN: 0470401427

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From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases. accounting,accounting and finance,advertising,arts music and photography,branding and logo design,business,business and finance,business and investing,commercial,computer science Marketing & Sales, Wiley & Sons, Incorporated, John

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Designing Brand Identity: An Essential Guide for the Whole Branding Team - Alina Wheeler
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Alina Wheeler:
Designing Brand Identity: An Essential Guide for the Whole Branding Team - hardcover

2009, ISBN: 9780470401422

ID: 574529652

Wiley, 2009-08-31. 3. Hardcover. Used:Good. Buy with confidence. Excellent Customer Service & Return policy. Ships Fast. 24*7 Customer Service., Wiley, 2009-08-31

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Designing Brand Identity : An Essential Guide for the Whole Branding Team - Alina Wheeler
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Designing Brand Identity: An Essential Guide for the Whole Branding Team - Wheeler, Alina
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Wheeler, Alina:
Designing Brand Identity: An Essential Guide for the Whole Branding Team - hardcover

ISBN: 9780470401422

ID: 741251983

Hardback. Good.

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Details of the book
Designing Brand Identity

Praise for previous editions of Designing Brand Identity: "An inspiring and powerful toolkit." -The Marketer "Alina Wheeler provides a practical structure for the brand building process." -Al Ries, coauthor, Positioning "Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies." -Marty Neumeier, author, The Brand Gap "A valued reference book for all members of the branding team." -Communication Arts

Details of the book - Designing Brand Identity


EAN (ISBN-13): 9780470401422
ISBN (ISBN-10): 0470401427
Hardcover
Paperback
Publishing year: 2009
Publisher: Wiley John + Sons
320 Pages
Weight: 1,268 kg
Language: eng/Englisch

Book in our database since 08.06.2009 11:14:21
Book found last time on 23.10.2017 20:31:14
ISBN/EAN: 9780470401422

ISBN - alternate spelling:
0-470-40142-7, 978-0-470-40142-2


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