Brand Atlas : Branding Intelligence Made Visible

by Alina Wheeler; Joel Katz

• ISBN13: 9781118033708
• ISBN10: 1118033701
• Format: eBook
• Copyright: 2011-04-01
• Publisher: Wiley

Summary

An innovative, full-color compendium to branding#x19;s best thinking from the world#x19;s leading brand strategists and practitioners A company#x19;s brand is its most valuable asset.#xA0; Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity, now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals. Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference: "#xA0;#xA0;#xA0; Speaks to a broad range of stakeholders in the branding process-from CEOs to designers to brand managers "#xA0;#xA0;#xA0; Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand#x19;s value, and define a brand strategy "#xA0;#xA0;#xA0; Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.