Overview

""Jon and Andy lay out a road-map for great brand management, packed with the essentials of brand theory and practical tips to make it happen. It does for brand management what the Haynes workshop manuals do for cars.""   Peter Gowers, Chief Executive, InterContinental Hotels Group, Asia-Pacific   ""Brands are about difference and personality. This book really is different. It makes you think and makes you smile!""   Peter Fisk, The Genius Works   ""Branding isn't rocket science but it sometimes pretends to be. Here's abook without such pretensions, a book to make you smile, learning while you smile.""   John Simmons, Director, The Writer   ""an enjoyable read full of practical tips. There is far too much jargon in business generally and in branding and communications in particular, this book is an entertaining antidote to that"" Mike Lee, OBE, CEO Vero Communications Humorous, practical and everything you need to know about branding. This is a different kind of business book. You will find no jargon or dense, theory-laden text.   Building a brand with impact is one of the most important tasks that any business faces. Few people understand how to actually go about creating an effective brand. This book is a no holds barred guide to what brand building is, what it isn’t and exactly what you have to do to build your brand.   Be inspired by real-life stories from the people who did and didn’t mess with their logo and succeeded or failed as a result. Read the stories from big-name brands like Orange, M&S, Red Bull, Apple, Innocent, PwC and FCUK.   There are numerous brand books but they either fall into the dull, worthy and theoretical which nobody reads or they tell case studies of famous brands which are soon out of date and which do not easily translate into practical advice. This book is unashamedly the antidote to that. It will tell you all you need to know about branding and entertain you at the same time.

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9780273714200

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Jon Edge Jon has worked on some of the biggest names in branding, including Nissan, Sony, Toyota, Disney, Apple and Orange. E is one half of modern artists EDGE & CARR and is also currently a consultant for WHAM. Jon also set up his own company ‘Edgey Ideas’ in 2006. He still has aspirations to be mildly amusing and was also once stuck in a lift.     Andy Milligan Andy is a leading international brand consultant. He moved to Singapore in 2002 to become the managing director of Interbrand’s South East Asia operations. He now runs his own company specialising in training and development Andy has worked on a wide range of programmes in Japazi Corp, Barclays, BiC, OSIM, Cerebros, FIFA, ATP Tour, London Underground and Roche. Andy makes frequent appearances in the media, on BBC, CNN, and CNBC. He is the co-editor of Uncommon Practice, 2006 which has sold over 13,000 copies since 2002.

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