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4D Branding: Cracking the Corporate Code of the Network Economy (Hardcover)

by Thomas Gad (Author) "KNOWLEDGE IS A TOOL: not a privilege, not a right, not a monopoly ..." (more)

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Product details

Hardcover: 256 pages
Publisher: Financial Times/ Prentice Hall (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.co.uk Sales Rank: 557,627 in Books (See Bestsellers in Books)

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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.

Inside This Book (Learn More)

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KNOWLEDGE IS A TOOL: not a privilege, not a right, not a monopoly. Read the first page

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4 of 4 people found the following review helpful:

5.0 out of 5 stars Surprisingly good, and very useful, 16 Jan 2002

By	Dan Sumption "www.sumption.org" (Sheffield, UK) - See all my reviews (REAL NAME)

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.

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3 of 4 people found the following review helpful:

5.0 out of 5 stars a step-by-step guide to brand personality, 26 Jan 2001

By	raster100@hotmail.com - See all my reviews

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.

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