Myths of Branding ― A Brand Is Just a Logo, and Other Popular Misconceptions
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A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...
Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more that fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth.
Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information, it guarantees a deeper, sharper understanding of the realities of branding and brand management.
作者簡介
Andy Milligan is a leading international consultant on branding and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and appears regularly in the media to comment on brand issues. He is the co-author of On Purpose and Bold.
Simon Bailey is an experienced business leader and brand specialist who advises CEOs on how to use their brands to drive business growth. He was formerly the European CEO of Interbrand, and the UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.
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