Brand Bible

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312 BRAND BIBLE

(Text)

travel

air, 113–115, 174–177

car, 168–173

intergalactic, 175

railway, 167–168

trefoil, 283–284

trend curves, 242

trends, 287–288

tribes, 11

Trix Rabbit, 63

Tropicana, 260–265

Trump, Donald, 122

trust factor, 135

Tupperware, 181

TV Land, 290–293

typeface, 236, 276

u

Uneeda Biscuit, 43, 66, 67–68

uniformity, 100

United Continental, 175

United Kingdom Patent Oce, 42

universal design, 247

Upper Paleolithic cave paintings, 14–16

usability, 246–249

U.S. Constitution, 42

user reviews, 184

V

Venus gurines, 19

vice, 27

video games, 218–219

Virgin America, 174, 184

Virgin Galactic, 175

virtue, 27

visual queues, 209–210

Vogelherd horse, 14

Volkswagen, 104–106, 114, 170–171

von Meisteras, William, 126

VOSS, 208, 209

w

Wadsworth, Gerald B., 65

wages, 27

Walkman, 218

Wallace, Rob, 254–259

Wallace Church, 254–259

Wall Street (lm), 122

Walmart, 181–182, 183, 184

Ward, Artemas, 67

Warhol, Andy, 43, 107

Warner Amex Satellite Entertainment

Company, 118

water, bottled, 10, 208–209

wealth distribution, 27

Web design, 280

Wedgewood, Josiah, 30–36, 142

Wenner, Jann, 107, 110

Western brands, 151, 158, 163

Westin, 251–252

Whieldon, Thomas, 32

“White Levi’s” (Majorettes), 106, 107

Wild, Antony, 28

Williams, Scott, 250–253

Williams, Tom Lyle, 196

Willys-Overland, 168

Wilson, Kemmons, 100–101

Windows CE, 158

wine, 209–211

Winfrey, Oprah, 220, 222–224

Wolfe, Tom, 122

women

branding for, 94–97

marketing to, 168

wordmarks, 59

World War II, 92, 197

Wurman, Richard Saul, 130

x

Xbox, 219

y

Yellow Tail, 210

Yoovidhya, Chaleo, 160

youth culture, 102, 106–110

yuppie culture, 122

Z

Zenith, 97, 98, 219

Zen Motorcycles, 175

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(Text)

© 2012 by Rockport Publishers

All rights reserved. No part of this book may be reproduced in any form without written

permission of the copyright owners. All images in this book have been reproduced

with the knowledge and prior consent of the artists concerned, and no responsibility

is accepted by producer, publisher, or printer for any infringement of copyright or

otherwise, arising from the contents of this publication. Every eort has been made to

ensure that credits accurately comply with information supplied. We apologize for any

inaccuracies that may have occurred and will resolve inaccurate or missing information

in a subsequent reprinting of the book.

First published in the United States of America by

Rockport Publishers, a member of

Quayside Publishing Group

100 Cummings Center

Suite 406-L

Beverly, Massachusetts 01915-6101

Telephone: [phone]

Fax: [phone]

www.rockpub.com

Visit RockPaperInk.com to share your opinions, creations, and passion for design.

Library of Congress Cataloging-in-Publication Data

Millman, Debbie.

Brand Bible : the complete guide to building, designing, and sustaining brands / Debbie

Millman.

p. cm.

Includes bibliographical references and index.

ISBN-13: 978-1-59253-726-6

ISBN-10: 1-59253-726-X

ISBN-13: 978-1-61058-198-1 (digital ed.)

1. Branding (Marketing) 2. Brand name products. I. Title. II. Title: Complete guide to

building, designing, and sustaining brands.

HF5415.1255M548 2012

658.8’27--dc23

2011040806

CIP

ISBN: 978-1-59253-726-6

Digital edition published in 2012

eISBN: 978-1-61058-198-1

10 9 8 7 6 5 4 3 2 1

Editor: Jeremy Lehrer, unifyingtheorymedia.com

Producer: Taryn Espinosa

Principal Photographer: Brent Taylor

Printed in China

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Digital edition: 978-1-6105-8198-1

Softcover edition: 978-1-5925-3726-6