Business Brand Design Management illustrates the importance of branding and presents the concepts and theory of how to let design build brand coherence and value. It goes far beyond focusing on how to design a logo. The writers take a holistic approach, advocating that design language radiates from the CEO through the product, all the way to the customer, in order to build a lasting competitive advantage. The readers are taken on a journey through the three layers of brand design management: brand enablers, brand delivery, and brand experience. With cases from the industry, from such leading companies as Steelcase, Deutsche Bank, SAP, and others, to frame the theory, this is one of a handful of books that allows readers to jump straight into real life examples, while freshing up on the basics of how to implement brand design management in the key areas of their corporation. As such, Business Brand Design Management is an invaluable reference tool for managers, brand specialists, marketers, and designers.
