Description
Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders. Ilan Geva is Adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and several internationally renowned agencies. He currently runs Ilan Geva & Friends, a leading branding consultancy based in Chicago. Section – ONE: Theoretical and strategic foundations; Chapter – 01: A definition of brands and branding; Chapter – 02: The strategic role branding plays; Chapter – 03: Internal branding vs. external branding; Chapter – 04: MarTech, Programmatic, and more technological innovations; Section – TWO: Practical and tactical applications; Chapter – 05: Brand foundational development; Chapter – 06: Brand actualization; Chapter – 07: Branding and the marketing communication ecosystem; Chapter – 08: Brand management; Section – THREE: Branding issues and opportunities; Chapter – 09: Branding in a global economy; Chapter – 10: Brand architecture; Chapter – 11: Speciality application areas; Chapter – 12: Digital asset management (of branding elements)
