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Book Description
Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. One of the pitfalls of designing for brands is to see the brand solely in terms of the graphic element, rather than part of a whole creative process. More Than a Name: An Introduction to Branding is a modern, visually-oriented textbook, offering a comprehensive introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand. Full of practical tips and real-life examples from some of the world’s most well-known brands and brand agencies, this book will be indispensable for visual arts students, copywriters, brand strategists and marketeers.
About the Author
Melissa Davis has over 12 years experience in journalism, branding and
communications. She has worked with some of the world’s biggest brands, including Apple, Shell and Microsoft, consulting on communication strategies and brand campaigns. Melissa is now based in London as a partner for theconsultancy Global Impact, which advises corporations on Social Responsibility programmes.
Brands today have never been so powerful and prominent, so much so that branding is now taught as an academic subject in colleges around the world. Today a brand is no longer just a logo on a soup tin, but a carefully orchestrated experience, supported by complex marketing budgets and sophisticated psychology. One of the pitfalls of designing for brands is to see the brand solely in terms of the graphic element, rather than part of a whole creative process. More Than a Name: An Introduction to Branding is a modern, visually-oriented textbook, offering a comprehensive introduction to the world of branding; the thinking behind the creation of brands, the execution of a brand and the key to maintaining a successful brand. Full of practical tips and real-life examples from some of the world’s most well-known brands and brand agencies, this book will be indispensable for visual arts students, copywriters, brand strategists and marketeers.
About the Author
Melissa Davis has over 12 years experience in journalism, branding and
communications. She has worked with some of the world’s biggest brands, including Apple, Shell and Microsoft, consulting on communication strategies and brand campaigns. Melissa is now based in London as a partner for theconsultancy Global Impact, which advises corporations on Social Responsibility programmes.
Jonathan Baldwin is an Academic Developer and Senior Lecturer at Brighton University and a visiting lecturer for the School of Historical and Critical Studies. He has experience working as a professional graphic designer and has contributed to many publications and conferences on art and design in higher education.
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