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Brand Bible by Debbie Millman

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 
BRAND
IDENTITy,
coNSUmER
ExpERIENcE,
AND ThE
INTER-
coNNEcTED
pAckAGE



and
09
 there were three major
television networks in the United States: CBS,
ABC, and NBC. The networks oered vibrant and
compelling shows but they were rather staid; the
programming—whether entertainment, news, or
educational—was drawn from a limited palette.
Enter cable television, and then MTV. When the
channel debuted in 1981, it created an entirely
new paradigm for television, garnering millions
of viewers eager for the channels music-themed
programming and its bold posture of irreverence.
MTV was a game changer. It and the seven brands
proled in this chapter transformed brand catego-
ries or completely invented new ones. With its
search algorithm, Google became the Internet
search destination without peer, sending sites like
HotBot and Excite into obscurity. It has since built
on its cachet, aiming to become the Internet appli-
cation portal without parallel. Amazon, too, recog-
nized a niche and swooped into it, becoming the
top online shopping site.
Starbucks coee
branding and store
design conveys the
purveyor’s identity
as a “third place,” a
comfortable refuge
away from work and
home.







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Game-changing brands are iconic. They act as
catalysts, leading culture; they rely on break-
through performances; and they had a certain
cultural logic to them, emerging as the result of
an intrinsic social need.
These eight groundbreaking brands—MTV, Nike,
American Express, Starbucks, AOL, Amazon,
TED, and Google—transformed specic brand
categories or invented them completely. They went
far beyond simply improving the way we live, work,
buy, play, and learn; they revolutionized culture.
The brands proled here reect the seminal trans-
formations taking place from 1980 to 2010. While
a selection of companies that created paradigm-
shifting innovations could never be complete,
these companies showcase the dynamics of brand
innovation and the necessity for it. These are the
game changers.
Photo: Brendan Howard/Shutterstock.com
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