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Brand Bible by Debbie Millman

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F39 Job:09-26878 Title:RP-Brand Bible
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BRAND BIBLE132
(Text)
 has
progressed at blinding speeds in recent years—
the cellular phone has become the smart phone,
and the desktop became the laptop became
the tablet capable of connecting us anywhere,
anytime—and its only getting faster. In an era
where the instant and open sharing of informa-
tion is commonplace for almost everyone in the
world—on platforms ranging from cell phones
to Facebook, Posterous, Tumblr, and Twitter—
brands are contending with new challenges. The
modern brand is not simply a logo, a product, or a
promise, but the collective whole of the percep-
tions, emotions, and projections that people place
upon these elements, and the organization from
which they originate.
Until recently, the major outlets of communica-
tion have been controlled and operated by brands.
This means that brands were able to (mostly)
control the messaging relating to their oerings,
as the available media channels typically provided
a one-sided monologue: Brands had the lead-
ing roles, with consumers in the audience. The
mass adoption of the Internet in the late 1990s
and of mobile technology in the early twenty-rst
century, however, has enabled consumers to not
only co-opt, but also masterfully subvert the very
channels at the heart of brands’ successes for more
than 100 years.
BRANDApTATIoN
IN ThE
TwENTy-fIRST
cENTURy
and
10
Times Square,
New York City
A Warhol-like rendering
of Lady Gaga
Photo: Helga Esteb/Shutterstock.com
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(Text)
Photo: Helga Esteb/Shutterstock.com
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(Text)
Copyright © Shepard Fairey
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