Product Description
This text focuses on conceptualizing brand identity as an integral part of the whole vision, value and corporate identity of the company or organization reflected in the organizational structure, strategy and culture. It explains this holistic or inclusive approach to brand identity and provides practical tools to implement it. It also includes case studies developed by leading brand managers.

About the Author
KLAUS SCHMIDT is a branding and identity consultant and founding member of Henrion, Ludlow & Schmidt. - CHRIS LUDLOW is a branding and identity consultant and founding member of Henrion, Ludlow & Schmidt.

Inside This Book (Learn More)

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Front Cover | Copyright | Table of Contents | Excerpt | Index

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3 Reviews

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4.7 out of 5 stars (3 customer reviews)

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5 of 6 people found the following review helpful:

5.0 out of 5 stars Holistic Branding, 4 Dec 2002

By A Customer

This book describes in detail what 'holistic branding' means in a clear, lucid and easy-to-understand style. It's true that everyone seems to have an opinion on brands and branding - usually coming from an uninformed view or their own self-interest. This book is informative, knowledgeable and frankly a 'breath of fresh air' as it seeks to define how companies can focus on defining and realizing their 'brand promise".

I especially liked the case studies from such notable brands as Manchester United, Virgin and Orange - this combined the theory with the practice, thus squaring the circle. As the book says " if the brand is the key to success, then the brand-led company is the corollary."

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1 of 1 people found the following review helpful:

4.0 out of 5 stars An idea whose time has come, 11 Dec 2003

By A Customer

The Holistic approach seems to be an idea whose time has come at last, and this book does a brilliant job, not only in expounding a thesis, but also by providing a host of examples of how the application of a holistic approach to brands is viable and practical. Indeed, the case histories (which are wide-ranging) show many familiar brands from an unfamiliar point-of-view, thus demonstrating that a holistic view has been taken, even if it didn't always go under that name. I found the section on 'Pressing issues' particularly convincing, and especially the bit about costs - a holistic approach it would seem is almost always more cost-effective in the medium to long run - a lesson for many CEOs.

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1 of 1 people found the following review helpful:

5.0 out of 5 stars 'Inclusive branding': a review, 8 Nov 2003

By A Customer

'There are now so many books on brands and branding. I haven't read them all but I'm sure that this one is different. Mercifully free of the worst jargon and cliches it explains the historical evolution and convergence of brands and corporate identity, the puts a clear and compelling case for a holistic approach. It counterbalances wonderfully the negative view of brands as manipulative tools, extolling an involving process with staff and other stakeholders. Interesting case histories complete the picture. Refreshing!'

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