Designing Brand Experience Creating Powerful Integrated Brand Solutions

by Landa, Robin

• ISBN13: 9781401848873
• ISBN10: 1401848877
• Edition: 1st
• Format: Paperback
• Copyright: 2005-09-02
• Publisher: Cengage Learning

Summary

In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.

Author Biography

Robin Landa is a Professor in the Department of Design at Kean University of New Jersey and a branding consultant and creative strategist with Design Management Associates (DMA) in Jersey City, New Jersey

Table of Contents

Foreword	ix
Steve Liska
Preface	xi
A Brief Overview of the History of Branding	xx
Showcase: Heinz	xxv
Showcase: Ivory Soap	xxvi
Showcase: Campbell's Soup	xxvii
Showcase: Trix 1954-1991	xxix
Showcase: Historic Ad Council Campaigns	xxxi
PART I Strategy	1	(42)
What is Branding?	3	(26)
What is a Brand?	4	(5)
What is Branding?
What is a Brand Experience?	9	(5)
Case Study from Liska + Associates: Northwestern Nasal + Sinus	10	(4)
What are the Types of Branding?	14	(8)
Who Creates Brand Experiences?	22	(7)
Case Study from Mustoes: Penguin Books	24	(5)
The Branding Process	29	(14)
Strategy	30	(6)
Concept	36	(1)
Applications	36	(1)
Implementation	37	(6)
Case Study from Liska + Associates: Racine Art Museum	39	(4)
PART II Concepts	43	(52)
Formulating Relevant Branding Concepts	45	(14)
Know Your Audience	46	(4)
Finding the Concept	50	(9)
Brand Constructs: Strategic Advantages	59	(36)
Defining a Construct	60	(1)
Delivering the Brand Promise	60	(5)
Branding Construct Approaches	65	(30)
Case Study from Sandstrom Design: Converse	66	(9)
Creative Brief from The Richards Group: Motel 6	75	(5)
Case Study from Kessels Kramer: Ben®	80	(12)
Historical Case Study: Betty Crocker	92	(3)
PART III Design	95	(154)
On Designing	97	(28)
Designing with Sense and Sensibility	98	(8)
Case Study from Liska + Associates: Hotel 71	102	(4)
Considerations When Designing	106	(9)
Case Study from Blackburn's Ltd.: Lipovitan	107	(1)
Case Study from Pentagram: EAT	108	(7)
Designing an Application for an Existing Brand	115	(8)
Case Study from Hornall Anderson Design Works: Seattle SuperSonics	118	(5)
Designing on a Tight Budget	123	(2)
Designing Visual Language Elements of the Brand Identity	125	(24)
Naming a Brand	126	(4)
Case Study from Pentagram: Joyco	127	(3)
Designing a Logo	130	(15)
Case Study from Sibley Peteet Design: O's Campus Cafe	141	(2)
Case Study from Mattmo Concept \ Design: Yumi	143	(2)
Taglines	145	(4)
Case Study from Sandstrom Design: noodlin'	146	(3)
Designing Brand Identity Applications: Identification Graphics	149	(26)
Stationery	150	(6)
Business Card	156	(3)
Branded Environments and Signage	159	(2)
Packaging	161	(14)
Case Study from Doyle Partners: Martha Stewart Everyday	164	(11)
Designing Brand Identity Applications: Advertising and Promotional Design	175	(48)
Advertising the Brand	176	(22)
Case Study from The Richards Group: Chick-fil-A	188	(10)
Promotional Design	198	(15)
Digital Advertising and Promotional Design	213	(10)
Behind the Brand	223	(18)
Design Management: Commitment to the Brand by Denise Anderson	225	(1)
Case Study from Olson: Minnesota Wild	226	(4)
Case Study from Mustoes: Confetti.co.uk	230	(3)
Case Study from VSA Partners, Inc.: Cingular	233	(2)
Case Study from Mires: Arena Stage	235	(3)
Case Study from Renegade Marketing Group: Panasonic	238	(3)
The Ethics of Branding	241	(8)
What are the Ethics of Branding?	242	(7)
Glossary	249	(4)
Suggested Bibliography	253	(4)
Subject Index	257	(6)
Brands, Groups, Creative Professionals, Agencies, and Studios Index	263