Description
“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Get tactical insight from the top business-to-business branding experts–and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world’s largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. * Features essential up-to-date strategies for keeping your brand fresh and enduring * Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more * Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands * Incorporates best practices for emerging markets With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without. CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries. Section 1 Defining it Brand overview What is branding? 2 What is brand identity? 6 B2C versus B2B branding 10 The “brandscape” 14 Brand strategy 16 Brand architecture 20 Brand purpose 24 Brand positioning 26 Brand experience 30 Brand engagement 34 Brand measurement 38 Section 2 Building it Brand elements Name 44 Tagline 48 Tone of voice 52 Logo 56 Color 60 Typography 64 Imagery 68 Composition 72 Iconography 76 Information graphics 80 Sound 84 Section 3 Using it Brand applications Business materials 90 Presentations 94 Brochureware 98 Magazines and newspapers 102 Reviews and reports 106 Proposals 110 Packaging 114 One-time materials 118 Advertising 122 Sponsorships 128 Electronic communications 132 Websites 136 Mobile apps 140 Social media 146 Audiovisuals 150 Office environments 154 Events and exhibitions 164 Merchandise 168 Section 4 Defending it From alliance to compliance Brand asset management 174 Brand compliance 178 Brand champions 182 Designers and networks 186 Rollout strategies 190 Workshops and education 194 Evolving the system 200 Image Credits 204 About the authors 206 Index 209
