"Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning." —The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. 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 (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), 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: Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managersProvides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategyContains 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.
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"Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning. " The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset.
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1 Dynamics 10 Brand Landscape Global Sourcing 12 Speed 14 Design Thinking 16 Word of Mouth 18 Conversation 20 Interconnected 22 Open Source 24 Social Networks 26 Experience 28 Passion 30 Transparency 32 The Cloud 34 Sustainability 36 Mobility 38 Crowdsourcing 40 Free 42 Placemaking 44 Choice 46 2 Intelligence 48 Brand Basics Brand as Identity 50 Vision 52 Needs and Desire 54 Touchpoints 56 Purpose 58 Spirit and Soul 60 Perception 62 Authenticity 64 Positioning 66 Stakeholders 68 Big Idea 70 Brand as Asset 72 Brand Extensions 74 Brand Alignment 76 Brand Architecture 78 Recognition 80 Trademarks 82 3 Drive 84 Brand Management Names 84 Good and Different 86 Branding 90 Simplicity 92 Culture 94 Collaboration 96 Time Management 98 80/20 100 Competencies 102 Insight 104 Focus 106 Customer Service 108 Customer-centric 110 Growth 112 Metrics 114 Fight or Flight 116 Onliness Exercise 118 Perceptual Mapping 120 SWOT Exercise 122 Flow 124 4 Details 126 Brand Questions 128 Project Management 130 Brand Decisions 131 Branding Process 132 Big Idea Process 133 Bibliography 134 Credits 137 Index 138 Gratitude 141 Authors’ Reflections 142 Diagram Matrix 143 About the Authors 144
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Read it in a half hour. Refer to it forever. Are you a big-picture person? Just want a quick overview of the most critical and relevant brand topics? If you answered yes, Brand Atlas is for you. More than fifty brand topics are defined. Each one with a call to action and insightful quotes from thought leaders and brand visionaries. Compelling diagrams illuminate concepts, processes, and tools. Alina Wheeler's first bestselling book, Designing Brand Identity, was a road map to implementation of the entire branding process, from research through launch. Alina Wheeler and Joel Katz created Brand Atlas for a new generation of time-crunched brand builders who need immediate, clear and actionable ideas. Praise for Designing Brand Identity, an essential guide for the whole branding team, by Alina Wheeler: "Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand builders have Designing Brand Identity." —Marty Neumeier, Director of Transformation, Liquid Agency, author of The Designful Company "Designing Brand Identity is the most comprehensive, easy to understand resource for the whole branding team, advising on all aspects of implementation and best practices." —Dan Calista, Founder and CEO, Vynamic "The absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity." —San Francisco Book Review (January 25, 2010)
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user-friendly approach to aggregate and simplify the science behind branding essential principles of branding are broken down into basic step-by-step concepts. (Finance & Management, April 2011).

Produktdetaljer

ISBN
9780470433423
Publisert
2011-04-01
Utgiver
Vendor
John Wiley & Sons Inc
Vekt
454 gr
Høyde
229 mm
Bredde
152 mm
Dybde
15 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
144

Biographical note

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.