Brand Bible

Table of contents

1. Cover
2. Title
3. CONTENTS
4. PART ONE: BUILDING BRANDS
   1. CHAPTER 01 MEANINGFUL MARKINGS AND THE GREAT LEAP FORWARD
   2. CHAPTER 02 FRUITS OF THE ELIZABETHAN ERA
   3. CHAPTER 03 POTTER’S GOLD
   4. CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS
   5. CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS
   6. CHAPTER 06 BREAKING THE MOLD: COCO CHANEL, KRUEGER BEER, AND LACOSTE
   7. CHAPTER 07 THE GREATEST GENERATION OF BRANDS
   8. CHAPTER 08 THE EVOLUTION OF REVOLUTION
   9. CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE
   10. CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY
   11. CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND
5. PART TWO: SUSTAINING BRANDS
   1. CHAPTER 12 RIDE ME: The Evolution of Branding for Transportation
   2. CHAPTER 13 CHOOSE ME: The Evolution of Branding Retail Environments
   3. CHAPTER 14 USE ME: The Evolution of Branding Appliances
   4. CHAPTER 15 PRETTY ON THE OUTSIDE: The Evolution of Branding Beauty
   5. CHAPTER 16 THIRST: The Evolution of Branding Beverages
   6. CHAPTER 17 UNPLUGGED: The Evolution of Branding Electronics
   7. CHAPTER 18 A BRAND CALLED YOU: The Evolution of Multimedia Brands and Beyond
6. PART THREE: DESIGNING BRANDS
   1. CHAPTER 19 HOW TO BRAND A BOOK: Q&A with Rodrigo Corral, Rodrigo Corral Design
   2. CHAPTER 20 HOW TO BRAND A RESTAURANT: Q&A with Matteo Bologna, Mucca Design
   3. CHAPTER 21 HOW TO BRAND A PAPER PRODUCT: Q&A with Christine Mau, Kimberly-Clark Company (Kleenex)
   4. CHAPTER 22 HOW TO BRAND USABILITY: Q&A with Dan Formosa, Smart Design (OXO)
   5. CHAPTER 23 HOW TO BRAND A HOTEL: Q&A with Scott Williams (Starwood Properties)
   6. CHAPTER 24 HOW TO BRAND PACKAGED FOOD: Q&A with Rob Wallace, Wallace Church (Lean Cuisine)
   7. CHAPTER 25 HOW TO BRAND A BEVERAGE: Q&A with Mike Bainbridge, Sterling Brands (Tropicana)
   8. CHAPTER 26 HOW TO BRAND A DEPARTMENT STORE: Q&A with Michael Bierut, Pentagram (Saks Fifth Avenue)
   9. CHAPTER 27 HOW TO BRAND A CITY: Q&A with Joyce Rutter Kaye, NYC & Company (New York City)
   10. CHAPTER 28 HOW TO BRAND A CULTURAL INSTITUTION: Q&A with Rob Giampietro, Project Projects (SALT)
   11. CHAPTER 29 HOW TO BRAND PRINT: Q&A with Gail Anderson, SpotCo (Various)
   12. CHAPTER 30 HOW TO BRAND A NONPROFIT: Q&A with Jennifer Kinon and Bobby C. Martin, Jr. , OCD (Girl Scouts)
   13. CHAPTER 31 HOW TO BRAND A CORPORATION: Q&A with Steff Geissbuhler, C&G Partners (CBS)
   14. CHAPTER 32 HOW TO BRAND TELEVISION PROGRAMMING: Q&A with Kenna Kay, MTV Networks (TV Land)
   15. CHAPTER 33 HOW TO BRAND A BRANDING AGENCY: Q&A with Michael Ian Kaye, Mother (Mother)
7. 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