Andy Milligan, Jon Edge

Don't Mess with the Logo

• Broschiertes Buch

Produktbeschreibung

Everything you need to know about branding, written in a humorous tone and full of anecdotes, doodles, jokes and illustrations. Full of practical information, but not burdened with jargon, or dense, theory-laden text.

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Humorous, practical and everything you need to know about branding. This is a different kind of business book. You will find no jargon or dense, theory-laden text. Building a brand with impact is one of the most important tasks that any business faces. Few people understand how to actually go about creating an effective brand. This book is a no holds barred guide to what brand building is, what it isn't and exactly what you have to do to build your brand. Be inspired by real-life stories from the people who did and didn't mess with their logo and succeeded or failed as a result. Read the stories from big-name brands like Orange, M&S, Red Bull, Apple, Innocent, PwC and FCUK. There are numerous brand books but they either fall into the dull, worthy and theoretical which nobody reads or they tell case studies of famous brands which are soon out of date and which do not easily translate into practical advice. This book is unashamedly the antidote to that. It will tell you all you need to know about branding and entertain you at the same time.

Produktdetails

• Financial Times Series
• Verlag: Pearson Education Limited
• Seitenzahl: 240
• Erscheinungstermin: 23. Juli 2009
• Englisch
• Abmessung: 214mm x 140mm x 18mm
• Gewicht: 298g
• ISBN-13: 9780273714200
• ISBN-10: 0273714201
• Artikelnr.: 26181332

Autorenporträt

Jon Edge Jon has worked on some of the biggest names in branding, including Nissan, Sony, Toyota, Disney, Apple and Orange. E is one half of modern artists EDGE & CARR and is also currently a consultant for WHAM. Jon also set up his own company Edgey Ideas in 2006. He still has aspirations to be mildly amusing and was also once stuck in a lift.     Andy Milligan Andy is a leading international brand consultant. He moved to Singapore in 2002 to become the managing director of Interbrands South East Asia operations. He now runs his own company specialising in training and development Andy has worked on a wide range of programmes in Japazi Corp, Barclays, BiC, OSIM, Cerebros, FIFA, ATP Tour, London Underground and Roche. Andy makes frequent appearances in the media, on BBC, CNN, and CNBC. He is the co-editor of Uncommon Practice, 2006 which has sold over 13,000 copies since 2002.

Inhaltsangabe

Table of Contents
 
Introduction: So do we really need another book about branding?
What this book is all about, why weve written it and how to read it for
maximum effect
 
Chapter 1: Why you should jump on the brandwagon. The value of brands
How branding has become the battleground for businesses, why they are the
best ways of making money for companies and why despite this there is so
little understanding of them. What characterises a great brand. And what
doesnt.
 
Chapter 2: Strategy Schmategy. How to develop your brand strategy
Everyone has a different definition of what strategy is. This chapter tells
you exactly what brand strategy is and what it isnt and why its different
from business strategies, creative strategies, media strategies and any
other strategy you care to mention. It will tell you the 5 questions you
need to ask to ensure you have a good strategy and will tell you how to
avoid convoluted and theoretical brand models with ridiculous names
remember all brand onions end in tears
Case study: Orange, Red Bull
 
Chapter 3: The house that brand built. Why you need brand architecture.
How many brands do I need? Whats the difference between a brand, a
sub-brand and a product name? How do I stop people creating logos and names
for every initiative my company thinks of? These and many more questions
will be answered in Chapter 3. It tells you where you should spend your
money how not to confuse an exciting marketing fad with a long-term
profitable brand and what do say to a consultant who asks you if your
master brand is the hero brand when its the range brand from a sub-brand
(answer: youre fired!)
Case study: BMW, Unilever
 
Chapter 4: Apples and Oranges. How to create a great brand identity
Branding is a disciplined process requiring strategic, creative, linguistic
and legal skills; it is not about fiddling around with fancy logos and ads.
Heres how to:
-         create a brand name
-         build a brand identity
-         understand the difference between brand identity and advertising
-         tell people why and how not to f**k with the logo
Case study: Orange
 
Chapter 5: Its not what you say, its what you do. Managing the customer
experience
People in branding obsess about logos and ads. DOH! Brands are built
through what you deliver to customers (your advertising is merely part of
that experience). Here are the 7 key lessons you need to bear in mind to
design an experience that will delight customers.
Case study: M&S
 
Chapter 6: Whats the point of testing it? How to use research
Research is a dangerous word in brand building. Too much of the wrong sort
is done at the wrong time and with the wrong interpretations put on it.
This chapter tells you what you should research and what you shouldnt,
when and when not to research and what kind of research is needed for what
part of the brand building process. It also tells you when to ignore
research and the key questions you need to ask to ensure you have the right
research.
Case study: Pantene, Chanel
 
Chapter 7: Pony tails, bow ties and lunch at The IvyHow to manage the
agency boys and girls and suppliers
The modern business executive is faced by a bewildering array of agencies,
consultants, creative hotshops, media houses, digital specialists, brand
experience gurus etc they all want to get their hands on your budget and
most of them want the credit for your success. So here