Designing Brand Identity: An Essential Guide for the Whole Branding Team Hardcover – Aug 31 2009
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"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." (San Francisco Book Review, January 25, 2010)
"We will be reading the book together as a company, and you should stoop and buy one now." (matchstic.com, August 25, 2009)
From the Back Cover
Who are you?
Who needs to know?
Why should they care?
How will they find out?
In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding.
Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process.
Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks.
Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.
Praise for previous editions of Designing Brand Identity:
An inspiring and powerful toolkit.
Alina Wheeler provides a practical structure for the brand building process.
Al Ries, coauthor, Positioning
Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.
Marty Neumeier, author, The Brand Gap
A valued reference book for all members of the branding team.
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Top Customer Reviews
Chapters are very distinctive.
Information is clear and simple.
And each steps are reminded with bullets.
It has to be on your bookshelf.
It has a brilliant balance of information, that can be modelled for any studio, and visual examples as best practice. The process of branding is clearly explained both in text and with easily decyphered info graphics. I have found this book to be invaluable in persuading clients to spend more on their brands.
Most Helpful Customer Reviews on Amazon.com (beta)
Part 1, Brand Basics, will be familiar to anyone who works in branding. Words like "positioning" are defined, accompanied by brief anecdotes about known brands. It lived up to my expectations -- a refresher with some nice quotes.
Part 2, Process, sets out to elaborate the actual steps toward making a brand. This is where the book unraveled for me. I had hoped for in-depth examples from the author's (or her contributers') experience and hard facts. If they needed to update a logo, who sat down with who? Where, when, and how often? What was the first thing they decided to do? What was the outcome of that decision? What did the first sketches look like?
Instead, I found descriptions far too vague and generalized to be of much help. For example, the page on Naming first lists a lot of common sense: dictionaries and thesauruses are good resources, and paring down large lists takes patience. Next, the actual process is stated, with steps such as "develop decision-making process" and "create numerous names." These leave me wanting so much more -- the former seems deliberately irritating (my process is making a process?) while the latter is simplistically obvious. While I understand that there's no magic process or correct number of names that works in every situation, detailed examples from real branding decisions certainly would have illuminated the concepts better.
Part 3, Best Practices, would more accurately be named More Anecdotes. Each spread tells a bit about the branding efforts of brands such as Hot Wheels or FedEx. These serve as interesting and inspiring stories, but there is not enough depth or detail to make them practical examples.
To sum up: because this is not a particularly dense read and the information is accurate, I would recommend it to a student. As a professional, I would prefer more substance. While the author labels it "a quick reference guide", I found it to be a very quick overview.
I found the format easy to use because it integrates instruction, example, text, pictures, and charts. Case study section is more text intensive than the others but still manageable. Has the stuff you need to get the job done -- starts with the big picture and goes down through the executional details.
Congratulations Alina! You did a wonderful job.