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More About This Title Brand Atlas: Branding Intelligence Made Visible
English
—The Influential Marketing Blog (May 2011)
A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals.
Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference:
- Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers
- Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy
- Contains essential information illustrated through the use of diagrams
With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.
English
Joel Katz is an information designer and a global authority on the visualization of complex information. He lectures internationally and is a Fellow of the American Academy in Rome (2003). A graduate of Yale College and the Yale School of Art in graphic design, he teaches information design at The University of the Arts and Philadelphia University.
English
1 Dynamics 10
Brand Landscape
Global Sourcing 12
Speed 14
Design Thinking 16
Word of Mouth 18
Conversation 20
Interconnected 22
Open Source 24
Social Networks 26
Experience 28
Passion 30
Transparency 32
The Cloud 34
Sustainability 36
Mobility 38
Crowdsourcing 40
Free 42
Placemaking 44
Choice 46
2 Intelligence 48
Brand Basics
Brand as Identity 50
Vision 52
Needs and Desire 54
Touchpoints 56
Purpose 58
Spirit and Soul 60
Perception 62
Authenticity 64
Positioning 66
Stakeholders 68
Big Idea 70
Brand as Asset 72
Brand Extensions 74
Brand Alignment 76
Brand Architecture 78
Recognition 80
Trademarks 82
3 Drive 84
Brand Management
Names 84
Good and Different 86
Branding 90
Simplicity 92
Culture 94
Collaboration 96
Time Management 98
80/20 100
Competencies 102
Insight 104
Focus 106
Customer Service 108
Customer-centric 110
Growth 112
Metrics 114
Fight or Flight 116
Onliness Exercise 118
Perceptual Mapping 120
SWOT Exercise 122
Flow 124
4 Details 126
Brand Questions 128
Project Management 130
Brand Decisions 131
Branding Process 132
Big Idea Process 133
Bibliography 134
Credits 137
Index 138
Gratitude 141
Authors’ Reflections 142
Diagram Matrix 143
About the Authors 144
