- Hardcover: 192 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (14 Dec 2000)
- Language English
- ISBN-10: 0273653687
- ISBN-13: 978-0273653684
- Product Dimensions: 23.4 x 15.8 x 2.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 533,079 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
4-D Branding offers a revolutionary four-dimensional model for understanding brand strengths and weaknesses. It can just as easily be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique 'brand code' or 'mindspace'. The brand code represents an organization's unique corporate DNA , which can be used to drive every aspect of the business - from product innovation to recruitment. 4D-Branding argues that in an era of transparent markets, branding has four dimensions: 1. The functional dimension: Everything to do with physical quality, taste, style & efficiency. Depend too heavily on this dimension and you run the risk of copycats stealing your market. 2. The social dimension: Buyers in any market make their purchase decision subjectively. It is based on what they feel best conveys or portrays their social identity. With growing instability, brands are increasingly powerful definers of social standing. 3. The mental dimension: In every human being there is an inner landscape of mental programming. 4D-Brands touch the soul. 4. The spiritual dimension: Understand the spiritual and you understand the connections between the brand, the product or the company, and the bigger system of which we are all part. The spiritual dimension is now purposely used to build brands. It is not a token gesture or a fashionable statement. To work it has to be believed and lived. Understand these four dimensions & create the brands of the future.
About the Author
Swedish-born Thomas Gad invented the 4-D Branding model and has more
than 20 years of experience in advertising; as a copywriter, creative director, and brand strategist. Before starting his own business, he worked for Grey Advertising International with both national and international clients including Nokia ("Connecting People"), Scandinavian Airlines, Procter & Gamble, Compaq, Microsoft, Telia, SEB and Nordea.
Thomas founded Futurebrands, a business based in Stockholm that merged with Conradi Hvid to become Differ.
The company opened a London office in early 2000.
In 2001 he started a new international consultancy, MarcomHouse.
Thomas Gad has two children and in his leisure time he flies his own seaplane, also enjoying hunting, skiing, and creative writing.
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
I [...] was almost put off by the airy-fairy sounding description of what makes a 4D brand. I'm glad I stuck with it though - it is by far the best book I have read on the subject of branding, and it offers a genuinely useful method for assessing and building brands, be they new or existing. Since reading the book I've made much use of it in branding workshops, and my copy has been widely circulated.
3 of 4 people found the following review helpful
Format:Hardcover
In the face of a great deal of "No Logo" brand hostility, it's good to see a response which paves the way for brands with more sensitivity and imagination. Have to admit that I picked this up because I liked the cover, but 4D proved to be an engaging and useful guide to more emotional branding. More process than puff, this is the best of the recent cluster of branding books, and shows that branding demands a commitment to imagination, innovation, responsibiliy and values. As Branson (a walking brand if ever I saw one) says in the Foreword, "It is easy to be cynical about such things, but much harder to be successful." 200 pages less so now.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3 reviews
7 of 7 people found the following review helpful
Reviewed in Design Research News
3 July 2001
Format:Hardcover
Shaping and building brands is a central issue in design, and a key aspect of design management. Building brands effectively requires an appreciation of how customers - and potential customers - experience every aspect of the products and services we design. It also demands sensitivity to the complex system of physical, affective, and, cognitive issues involved in any product or service. This complexity is particularly subtle and important for products bundled with or supported by services, and for the hybrid service products that typify many offerings today.
Thomas Gad is a respected practitioner in the field of brand development. He proposes three conceptual models to use in building brands. The 4-D brand model is organized around the concept of Brand Mind Space. Gad's schema considers four dimensions of a brand: functional, social, spiritual, and mental. The next model is the Brand Code. This code structures the attributes of a band in terms of product/benefit, mission, vision, values, styling, and positioning. Gad uses these two concepts to develop a number of applications, including a customer research instrument. He ends the book with 10 commandments for building a brand with a future.
Gad argues that, "branding literature remains largely theoretical because of the mystery inherent in the subject." He argues that scientific interest in why effective brands work is less important than an appreciation for the fact that branding does work - and an ability to make makes work in practice. In contrast to this position, one might suggest that a robust theory of brands would contribute to better practice. While Gad does not take a scholarly approach, he does propose a theory for analyzing brand opportunities and building successful brands in series of well-written, insightful case studies. Gad's conceptual models and sensitizing concepts deserve consideration in the context of a larger research program.
Review of European English edition published in Design Research News, Volume 6, Number 6, June 2001. ISSN 1473-3862.
5 of 6 people found the following review helpful
human branding starts here
26 Jan 2001
Format:Hardcover
In the face of a great deal of "No Logo" brand hostility, it's good to see a response which paves the way for brands with more sensitivity and imagination. Have to admit that I picked this up in Europe because I liked the cover, but 4D proved to be an engaging and useful guide to more emotional branding. More process than puff, this is the best of the recent cluster of branding books, and shows that branding demands a commitment to imagination, innovation, responsibiliy and values. As Brit, Richard Branson (a walking brand if ever I saw one) says in the Foreword, "It is easy to be cynical about such things, but much harder to be successful." 200 pages less so now. Gad shares an enthusiasm and coherent approach to this stuff with Jesper Junde, who wrote Corporate Religion (the orange book!).
3 of 11 people found the following review helpful
Newest Top 10 Tool of Chief Brand Officer Association
22 May 2001
Format:Hardcover
We recommend this book and its toolkit to our members, providing this summary of what 4D branding trains you to do:
>Profile 4 dimensional branding you need: lowest dimension "function" suits product & advertised models of brand execution, but inhibits top "spiritual" dimension that corporate and global brands need >Experience futurised 4D brands: capable of leading organisational change and interacting organisation-wide service of value >Simplify DNA of futurised brands - vision, mission, values, styling, positioning, flagship product - so that the company can live the brand once you've taken the essential Brand Code on tour across company >Refresh the 4D Brand by intranetting such exercises as : concocting brand recipe for every audience, creating a mental movie for being the best brand in the world >Know why most company brands are still far down the learning curve as organisms of the network economy, and how the ideology of 4D branding can help you futurise just ahead of the competition
4D Branding is currently one of the top 10 toolkits in our members catalogue of frameworks used by Brand Leaders
Chris Macrae...
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