Brand Identity Essentials, Revised and Expanded

INTRODUCTION

As people make choices in their personal and public lives, they seek meaningful experiences. A brand is a way for them to encapsulate and describe these things, often in a commercial context. A cynic may view branding as deception, but power in the right hands can yield positive results with a cultural impact—from the biggest ideas to the smallest details.

Despite everything that’s been written about brands, many are forgettable. In this second edition of Brand Identity Essentials, we present even more ideas for building strong brands. You may know a great brand when you see it, but brand builders often lack the vocabulary and tools to improve. Making a brand great is easier said than done.

This book is a guide for people who build ...