Designing Brand Experience Creating Powerful Integrated Brand Solutions,9781401848873

Designing Brand Experience Creating Powerful Integrated Brand Solutions

by
Edition: 1st
ISBN13: 9781401848873
ISBN10: 1401848877
Format: Paperback
Pub. Date: 2005-09-02
Publisher(s): Cengage Learning
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Summary

In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.

Author Biography

Robin Landa is a Professor in the Department of Design at Kean University of New Jersey and a branding consultant and creative strategist with Design Management Associates (DMA) in Jersey City, New Jersey

Table of Contents

Foreword ix
Steve Liska
Preface xi
A Brief Overview of the History of Branding xx
Showcase: Heinz xxv
Showcase: Ivory Soap xxvi
Showcase: Campbell's Soup xxvii
Showcase: Trix 1954-1991 xxix
Showcase: Historic Ad Council Campaigns xxxi
PART I Strategy
1(42)
What is Branding?
3(26)
What is a Brand?
4(5)
What is Branding?
What is a Brand Experience?
9(5)
Case Study from Liska + Associates: Northwestern Nasal + Sinus
10(4)
What are the Types of Branding?
14(8)
Who Creates Brand Experiences?
22(7)
Case Study from Mustoes: Penguin Books
24(5)
The Branding Process
29(14)
Strategy
30(6)
Concept
36(1)
Applications
36(1)
Implementation
37(6)
Case Study from Liska + Associates: Racine Art Museum
39(4)
PART II Concepts
43(52)
Formulating Relevant Branding Concepts
45(14)
Know Your Audience
46(4)
Finding the Concept
50(9)
Brand Constructs: Strategic Advantages
59(36)
Defining a Construct
60(1)
Delivering the Brand Promise
60(5)
Branding Construct Approaches
65(30)
Case Study from Sandstrom Design: Converse
66(9)
Creative Brief from The Richards Group: Motel 6
75(5)
Case Study from Kessels Kramer: Ben®
80(12)
Historical Case Study: Betty Crocker
92(3)
PART III Design
95(154)
On Designing
97(28)
Designing with Sense and Sensibility
98(8)
Case Study from Liska + Associates: Hotel 71
102(4)
Considerations When Designing
106(9)
Case Study from Blackburn's Ltd.: Lipovitan
107(1)
Case Study from Pentagram: EAT
108(7)
Designing an Application for an Existing Brand
115(8)
Case Study from Hornall Anderson Design Works: Seattle SuperSonics
118(5)
Designing on a Tight Budget
123(2)
Designing Visual Language Elements of the Brand Identity
125(24)
Naming a Brand
126(4)
Case Study from Pentagram: Joyco
127(3)
Designing a Logo
130(15)
Case Study from Sibley Peteet Design: O's Campus Cafe
141(2)
Case Study from Mattmo Concept \ Design: Yumi
143(2)
Taglines
145(4)
Case Study from Sandstrom Design: noodlin'
146(3)
Designing Brand Identity Applications: Identification Graphics
149(26)
Stationery
150(6)
Business Card
156(3)
Branded Environments and Signage
159(2)
Packaging
161(14)
Case Study from Doyle Partners: Martha Stewart Everyday
164(11)
Designing Brand Identity Applications: Advertising and Promotional Design
175(48)
Advertising the Brand
176(22)
Case Study from The Richards Group: Chick-fil-A
188(10)
Promotional Design
198(15)
Digital Advertising and Promotional Design
213(10)
Behind the Brand
223(18)
Design Management: Commitment to the Brand by Denise Anderson
225(1)
Case Study from Olson: Minnesota Wild
226(4)
Case Study from Mustoes: Confetti.co.uk
230(3)
Case Study from VSA Partners, Inc.: Cingular
233(2)
Case Study from Mires: Arena Stage
235(3)
Case Study from Renegade Marketing Group: Panasonic
238(3)
The Ethics of Branding
241(8)
What are the Ethics of Branding?
242(7)
Glossary 249(4)
Suggested Bibliography 253(4)
Subject Index 257(6)
Brands, Groups, Creative Professionals, Agencies, and Studios Index 263

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