Brand Bible

F39 Job:09-26878 Title:RP-Brand Bible

#175 Dtp:204 Page:254

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001-320_26878.indd 254 10/7/11 10:32 AM

BRAND BIBLE254

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

Cheryl Swanson says that a great brand is something

for which there’s no substitute. For me, there’s no

substitute for my iPhone, my kayak, or my ’65 Ford

Mustang. Some brands can oer that experience and

others do not.





Every designer wants to work on brand design for the

next Apple or Grey Goose. The design challenges are

relatively easy to manage on a prestige brand with an

already established emotional ex ...