Branding For Dummies®

Authors' Acknowledgments

Where to begin?

We start by giving heartfelt thanks to the long list of businesses and organizations that have entrusted their brands and business hopes to each of us over the years. Here's to your continued success!

We also give huge thanks to Wiley Publishing, Inc. for allowing us this once‐in‐a‐lifetime opportunity to explain branding in the famous format of the world's most famous book brand. Acquisitions Director Joyce Pepple, Acquisitions Editor Mike Lewis, Senior Project Editor Chrissy Guthrie, and Senior Copy Editor Elizabeth Rea made the making of this book a pure pleasure and won our highest regard and appreciation.

Special thanks also go to Bill Berenson, owner of Brand Architects, who applied his widely regarded expertise and wisdom during the technical review of this book. We're fortunate for his talent.

Additionally, we each have personal lists of thanks.

From Bill: In addition to developing brands for over 20 years, I've been involved in the design of more than a thousand book covers in my lifetime. But I'd never considered writing one — until Barbara Schenck approached me. Thank you Barbara and Peter, you have been kind advocates for almost a decade. Thanks also to my staff at Brand Navigation: Ben, DeAnna, Russ, Steve, Terra, Mark, and Brittany. Without you, designing brands wouldn't be near as much fun.

Special thanks to my children, Heidi, Wil, Michael, and Laura, who love me regardless of my obsession with brands.

And, most of all, to my beautiful ...