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9780470433423

Brand Atlas : Branding Intelligence Made Visible

by ;
  • ISBN13:

    9780470433423

  • ISBN10:

    0470433426

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2011-03-29
  • Publisher: Wiley

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Summary

Brand Atlas is the world's first definitive compendium of diagrams and process maps about branding, marketing and design. This resource features dozens of full color diagrams that will accelerate the understanding of core concepts and help readers navigate complex theories and best practices.

Author Biography

Alina Wheeler is a branding consultant and author of Designing Brand Identity (Wiley), the bestselling global resource for businesses and nonprofits. Her business is managing perception; her service is strategic imagination and her passion is brand. She was advisory council member for The Dictionary of Brand, edited by Marty Neumeier, along with Seth Godin, Al Ries, and Tom Kelley.

Joel Katz is an information designer and a global authority on the visualization of complex information. He lectures internationally and is a Fellow of the American Academy in Rome (2003). A graduate of Yale College and the Yale School of Art in graphic design, he teaches information design at The University of the Arts and Philadelphia University.

Table of Contents

Preface
Dynamics: Brand Language
Globalization
Speed
Desire
The Cloud
Imagination
Experience
Conversation
Word of Mouth
Open Source
Social Networks
Sustainability
Transparency
Tribal
Innovation
Tipping Point
Crowdsourcing
Free
Ubiquity
Good and Different
Intelligence: Brand Basics
Managing Perception
Identity
Dimensions
Visions
Essence
Choice
Brand Alignment
Positioning
Touchpoints
Stakeholders
Authenticity
Placemaking
Brand as Asset
Intangibles
Brand Architecture
Trademark Topology
Recognition
Drive: Brand Management
Branding
Fight or Flight
Gap Analysis
Flow
Singularity
Culture
Service
Collaboration
360
Time Management
Marketing
80/20
Focus
Onliness
SWOT
Perceptual Mapping
Lists
Acknowledgments
Bibliography
Index
Authors
Contact
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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