Universal Principles of Branding: 100 Key Concepts for Defining, Building, and Delivering Brands (Rockport Universal)
Description
Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for defining, building, and delivering brands today.
Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.
Featured principles are as diverse as:
- Authenticity
- Social Responsibility
- World Building
- Gatekeepers
- Rituals and routine
Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.
The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.
Praise for Universal Principles of Branding: 100 Key Concepts for Defining, Building, and Delivering Brands (Rockport Universal)
In Universal Principles of Branding, author Mark Kingsley deftly deconstructs the discipline of branding with intelligence, candor and a much-needed, remarkably original voice. In doing so, Kingsley has accomplished the impossible: he has created a book that finally—at long last—provides a confident, crystal clear, no-holes barred overview of what it really takes to create, define, build and deliver a brand.—Debbie Millman, host of Design Matters and Chair of the Masters in Branding program at the School of Visual Arts
Quoting a slew of unusual suspects through a myriad of lenses, Kingsley dismantles and reframes the basic tenets of branding to promote a more robust, critical, and introspective understanding of it. With so many step-by-step books on branding, this book offers a unique point of view that places it as an intrinsic aspect of human behavior.—Armin Vit, Co-Founder of UnderConsideration and Editor of Brand New
Mark Kingsley approaches branding with exactly the right balance of wisdom, skepticism, and humor, giving it exactly the kind of tough love the subject so richly deserves.—Michael Bierut; Partner at Pentagram, critic at the Yale School of Art, lecturer at the Yale School of Management