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Brand Bible by Debbie Millman

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F39 Job:09-26878 Title:RP-Brand Bible
10-C65031 #175 Dtp:204 Page:307
(RAY)
298-312_C65031.indd 307 10/24/11 5:29 PM
307
(Text)
ubiquitous nature of, 10–11
Western, 151, 163
Western brands, 158
Brazil, 158159
breakfast cereals, 59–61, 63, 152, 155
BRIC (Brazil, Russia, India, and China), 148
Brillo box, 43
Brochet, Federic, 209
bulk goods, 43
burial rituals, 19
buzz marketing, 162
c
C&G Partners, 286–289
cable television, 116, 118–119
Cadillac, 168
Campbell’s Soup, 48–49, 62, 63
Canada Dry, 204
capitalism, 92
Cap’n Crunch, 63
carbonated beverages, 203–205
car brands, 166, 168–173
Carson, Rachel, 135
Case, Steve, 126
catalog shopping, 181
cattle branding, 8, 10
cave drawings, 1416, 19
celebrity culture, 110–111
celebrity endorsements, 32–35, 120–121
Chandler, Asa, 53
Chanel, Coco, 85, 196
Chanel No. 5, 82–85
character icons, 62–63
Charlotte (Queen), 33
Charmin, 97
Chauvet, France, 16
Chermaye & Geismar, 114
Chevrolet, 168
Chevrolet Corvette, 168
Chevy Volt, 174
China, 151, 155–159
Chinese language, 155, 158
choice, 11
chopper, 16
Cisco, 219
counterculture movement, 107
coupons, 181
court rituals, 20
Crayola Crayon, 43
creamware, 33, 38
Crisco, 65, 70–73
crocodile symbol (Lacoste), 91
cross-cultural goods, 151
cultural context, 162–163, 288
cultural institutions, 274–277
culture
celebrity, 110–111
consumer, 23–24, 27, 30, 98
local, 158–159, 162163
motoring, 98–101
youth, 102, 106110
yuppie, 122
culture export, 159
customer loyalty, trademarks and, 62
customer loyalty programs, 181, 251
D
Dallas (TV show), 122
Danone Group, 208
Davis, Alec, 67
Dean, Earl, 53
Dean, James, 106
Delta, 176
department stores, 178–181, 266–269
design
aesthetics, 82
ancient, 19
product, 246–249
Design Ignites Change, 78
design thinking, 32
Dickson, Earle, 78
discount stores, 181–182
Disney, 220, 224–225
domestic servants, 186, 189
Donahue, Phil, 222
Douglas, Michael, 122
Downey, Lynn, 107
Doyle, Stephen, 137
Doyle Dane Bernbach (DDB), 105–106
Dr. Pepper, 203, 204–205
D’Souza, Dinesh, 122
Dunhill, 230
city branding, 270–273
civic gestures, 11
civil rights movement, 102
Clairol, 197–200
Clinique, 200
coats of arms, 26, 28
Coca-Cola, 45, 53–57, 62, 149, 150, 153–154,
156–157, 202–204
coee, 94, 205–207
Cohen, Lizabeth, 92
Coke bottle, 43, 53–57
Cold War, 94
Colgate, 65, 68–70, 74
color printing, 67
communication, through design, 19
communism, 94
competitive pricing, 178
computers, 214
consistency, 100, 101
conspicuous consumption, 23–24, 33
consumer appliances, 94, 186–191
consumer culture, 23–24, 27, 30, 98
consumer goods, 151
consumer habits, 74
consumers
psychological needs of, 97
skepticism of, 135
consumer spending, 23–24
consumption
American dream and, 92
conspicuous, 23–24, 33
mass, 92
continuous-process manufacturing, 82
convenience foods, 94, 97
Converse, 184
coolness, 106
copycat brands, 36
copyright, 36
copywriters, 105
Corn Flakes, 58–59, 152, 155
corporate branding, 286–289
corporate culture, 11
cosmetics, 192–201
Cottolene, 70
Count Chocula, 63
F39 Job:09-26878 Title:RP-Brand Bible
10-C65031 #175 Dtp:204 Page:307
(RAY)
298-312_C65031.indd 307 10/24/11 8:10 PM

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