March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Go Logo! A Handbook to the Art of Global Branding158
W
e are all familiar with brands built on the reputation of their found-
ers. The beauty, fashion, and design sectors have long been dominated
by known names, from Stella McCartney to Karim Rashid. Strategists
attribute human values to brands to establish a desired tone of voice
and open a dialogue with the consumer. When a real person is at the heart of the brand, it
seems an intuitive step to align the brand’s values with those of its founder.
But the process involves careful interrogation ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.