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 Branding168
T
o succeed as a creative, one needs talent, for certain. But more important, one
needs mentors. Learning to be good at being a commercial creative—I define
that as being able to consistently deliver messages that work in the market-
place—is more like being an apprentice cabinetmaker than like studying to be
an architect. It employs a set of learned artisanal crafts, like knowing what to look for in the
grain of the wood, how the pieces should be joined together, and the way the wor ...
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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.