Brand Bible

Table of contents

1. Cover
2. Title
3. CONTENTS (1/2)
4. CONTENTS (2/2)
5. PART ONE: BUILDING BRANDS
   1. CHAPTER 01 MEANINGFUL MARKINGS AND THE GREAT LEAP FORWARD (1/2)
   2. CHAPTER 01 MEANINGFUL MARKINGS AND THE GREAT LEAP FORWARD (2/2)
   3. CHAPTER 02 FRUITS OF THE ELIZABETHAN ERA (1/2)
   4. CHAPTER 02 FRUITS OF THE ELIZABETHAN ERA (2/2)
   5. CHAPTER 03 POTTER’S GOLD (1/2)
   6. CHAPTER 03 POTTER’S GOLD (2/2)
   7. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS (1/5)
   8. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS (2/5)
   9. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS (3/5)
   10. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS (4/5)
   11. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS (5/5)
   12. CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS (1/4)
   13. CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS (2/4)
   14. CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS (3/4)
   15. CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS (4/4)
   16. CHAPTER 06 BREAKING THE MOLD: COCO CHANEL, KRUEGER BEER, AND LACOSTE (1/2)
   17. CHAPTER 06 BREAKING THE MOLD: COCO CHANEL, KRUEGER BEER, AND LACOSTE (2/2)
   18. CHAPTER 07 THE GREATEST GENERATION OF BRANDS (1/2)
   19. CHAPTER 07 THE GREATEST GENERATION OF BRANDS (2/2)
   20. CHAPTER 08 THE EVOLUTION OF REVOLUTION (1/3)
   21. CHAPTER 08 THE EVOLUTION OF REVOLUTION (2/3)
   22. CHAPTER 08 THE EVOLUTION OF REVOLUTION (3/3)
   23. CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE (1/4)
   24. CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE (2/4)
   25. CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE (3/4)
   26. CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE (4/4)
   27. CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY (1/4)
   28. CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY (2/4)
   29. CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY (3/4)
   30. CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY (4/4)
   31. CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND (1/4)
   32. CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND (2/4)
   33. CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND (3/4)
   34. CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND (4/4)
6. PART TWO: SUSTAINING BRANDS
   1. CHAPTER 12 RIDE ME: The Evolution of Branding for Transportation (1/3)
   2. CHAPTER 12 RIDE ME: The Evolution of Branding for Transportation (2/3)
   3. CHAPTER 12 RIDE ME: The Evolution of Branding for Transportation (3/3)
   4. CHAPTER 13 CHOOSE ME: The Evolution of Branding Retail Environments (1/2)
   5. CHAPTER 13 CHOOSE ME: The Evolution of Branding Retail Environments (2/2)
   6. CHAPTER 14 USE ME: The Evolution of Branding Appliances (1/2)
   7. CHAPTER 14 USE ME: The Evolution of Branding Appliances (2/2)
   8. CHAPTER 15 PRETTY ON THE OUTSIDE: The Evolution of Branding Beauty (1/2)
   9. CHAPTER 15 PRETTY ON THE OUTSIDE: The Evolution of Branding Beauty (2/2)
   10. CHAPTER 16 THIRST: The Evolution of Branding Beverages (1/2)
   11. CHAPTER 16 THIRST: The Evolution of Branding Beverages (2/2)
   12. CHAPTER 17 UNPLUGGED: The Evolution of Branding Electronics (1/2)
   13. CHAPTER 17 UNPLUGGED: The Evolution of Branding Electronics (2/2)
   14. CHAPTER 18 A BRAND CALLED YOU: The Evolution of Multimedia Brands and Beyond (1/2)
   15. CHAPTER 18 A BRAND CALLED YOU: The Evolution of Multimedia Brands and Beyond (2/2)
7. PART THREE: DESIGNING BRANDS
   1. CHAPTER 19 HOW TO BRAND A BOOK: Q&A with Rodrigo Corral, Rodrigo Corral Design (1/2)
   2. CHAPTER 19 HOW TO BRAND A BOOK: Q&A with Rodrigo Corral, Rodrigo Corral Design (2/2)
   3. CHAPTER 20 HOW TO BRAND A RESTAURANT: Q&A with Matteo Bologna, Mucca Design (1/2)
   4. CHAPTER 20 HOW TO BRAND A RESTAURANT: Q&A with Matteo Bologna, Mucca Design (2/2)
   5. CHAPTER 21 HOW TO BRAND A PAPER PRODUCT: Q&A with Christine Mau, Kimberly-Clark Company (Kleenex) (1/2)
   6. CHAPTER 21 HOW TO BRAND A PAPER PRODUCT: Q&A with Christine Mau, Kimberly-Clark Company (Kleenex) (2/2)
   7. CHAPTER 22 HOW TO BRAND USABILITY: Q&A with Dan Formosa, Smart Design (OXO)
   8. CHAPTER 23 HOW TO BRAND A HOTEL: Q&A with Scott Williams (Starwood Properties)
   9. CHAPTER 24 HOW TO BRAND PACKAGED FOOD: Q&A with Rob Wallace, Wallace Church (Lean Cuisine) (1/2)
   10. CHAPTER 24 HOW TO BRAND PACKAGED FOOD: Q&A with Rob Wallace, Wallace Church (Lean Cuisine) (2/2)
   11. CHAPTER 25 HOW TO BRAND A BEVERAGE: Q&A with Mike Bainbridge, Sterling Brands (Tropicana) (1/2)
   12. CHAPTER 25 HOW TO BRAND A BEVERAGE: Q&A with Mike Bainbridge, Sterling Brands (Tropicana) (2/2)
   13. CHAPTER 26 HOW TO BRAND A DEPARTMENT STORE: Q&A with Michael Bierut, Pentagram (Saks Fifth Avenue)
   14. CHAPTER 27 HOW TO BRAND A CITY: Q&A with Joyce Rutter Kaye, NYC & Company (New York City)
   15. CHAPTER 28 HOW TO BRAND A CULTURAL INSTITUTION: Q&A with Rob Giampietro, Project Projects (SALT)
   16. CHAPTER 29 HOW TO BRAND PRINT: Q&A with Gail Anderson, SpotCo (Various)
   17. CHAPTER 30 HOW TO BRAND A NONPROFIT: Q&A with Jennifer Kinon and Bobby C. Martin, Jr. , OCD (Girl Scouts)
   18. CHAPTER 31 HOW TO BRAND A CORPORATION: Q&A with Steff Geissbuhler, C&G Partners (CBS)
   19. CHAPTER 32 HOW TO BRAND TELEVISION PROGRAMMING: Q&A with Kenna Kay, MTV Networks (TV Land)
   20. CHAPTER 33 HOW TO BRAND A BRANDING AGENCY: Q&A with Michael Ian Kaye, Mother (Mother)
8. SOURCES
   1. REFERENCES AND FOOTNOTES
   2. DIRECTORY OF CONTRIBUTORS
   3. ABOUT THE EDITOR
   4. ACKNOWLEDGMENTS
   5. INDEX
      1. A
      2. B
      3. C
      4. D
      5. E
      6. F
      7. G
      8. H
      9. I
      10. J
      11. K
      12. L
      13. M
      14. N
      15. O
      16. P
      17. Q
      18. R
      19. S
      20. T
      21. U
      22. V
      23. W
      24. X
      25. Y
      26. Z