What is Branding? - Essential Design Handbooks (Hardcover)

It's fortunate for both the design and client communities for whom branding is the holy grail that the third in RotoVision's authoritative Essential Design Handbook series appears at exactly the right moment. Corporations responded forcefully to the realization that branding is their only reliable form of market differentiation, but what happens when consumers become as brand-sawy now as they became marketing-sawy a decade ago? Advertising messages lost their power then, and now, believes Piers Schmidt, branding is facing a similar danger; corporations do not realize the difference between a brand and a business. Schmidt argues persuasively that this is an industry that needs to agree what it is doing and where it is going. 'Most branding fails, ' he says, controversially, 'because it is only cosmetic, it is far more than just a matter of a new logo and livery. It is consumers themselves that ultimately make the brand.' No brand manager, identity designer or marketing professional can afford to be without this book, a new industry benchmark.