Building Better Brands ─ A Comprehensive Guide to Brand Strategy and Identity Development
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商品簡介
Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands.
This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding.
Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.
作者簡介
Scott Lerman has guided the development of branding programs for dozens of the world's most influential brands--including Caterpillar, American Express, Owens-Illinois, 3M, National Semiconductor, National Australia Bank, and Harley-Davidson. As a leader, he has helped shape several global branding firms, including Siegel & Gale, Enterprise IG, and currently, Lucid Brands. Scott is on the founding faculty of the School of Visual Arts' Masters in Branding program and helped create the first AIGA Chapter devoted to branding. Scott has commented on and explored the issues shaping businesses and brands in The Design Management Review, Wall Street Journal, New York Times and presented to diverse groups, including The Conference Board, The Design Management Institute, American Marketing Association, and AIGA.
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