Universal Principles of Branding - 100 Key Concepts for Defining, Building, and Delivering Brands

Universal Principles of Branding is a concise, visual introduction to 100 of the most fundamental elements of branding.

Klappentext:

Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for defining, building, and delivering brands today.

Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.

Featured principles are as diverse as:

Authenticity Social Responsibility World Building Gatekeepers Rituals and routine

Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.

The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.

Inhaltsverzeichnis:

Abstraction Anthropology / Ethnography Association Authenticity Bandits and robots Beauty, not beautification The Big Five Black box or scientific method Blurring Body of work Brand architecture Brands are a technology Branded Unconscious Campaigns Case studies Celebrities Character Comfort Commit to the bit Conflict Context Crafty creativity Customer journey Delivery Difference and Différance Digital to social strategist Disaggregated data Do no harm Don't fear the audit Ecosystem Engagement Environment/Anti-environment Erotics of brands Everybody lives in a body Everyone works in branding Flexing Frameworks Framing Gathering (and dividing) Generosity (and humility) Go outside your lane Haptics Hearing voices History and genealogy Heterogeneity How you say it Identity Influencers are a racket Intimacy Jargon (and fear) Jungian-ish archetypes Kill the Human Let's put on a show Magic and superstition Management The Mast er Narrative Problem Mystery is sexy Naming is knowing No such place as "away" Nostalgia Observation One ______ fallacy Out of Home, but in the Mind Parody is a sign of success Party people Permission Playtime Politics Professionalism second Relationships Render unto Caesar Repair and age Repetition and syncopation Retinal / non-retinal Rituals and routine Scoping Semantic infiltration Signals Skepticism Social Responsibility Standards Strategy Tag, you're it Take me home Talk to the gatekeepers Taste the rainbow Tension Thinking over wisdom Time Touchpoints Values Valuation Viruses and variants War Language Weakest link What if your logo was a drum pattern? What is the product? World-building You are not a brand Zany, cute and informative