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Building Better Brands

A Comprehensive Guide to Brand Strategy and Identity Development

By Scott Lerman

Format: Hardcover

SKU# U5874

You'll love Building Better Brands if:

  • You need guidance on executing a smart branding program
  • You are ready to learn from an expert like Scott Lerman who has worked with companies like 3M, Harley-Davidson, American Express, Caterpillar and more
  • You are a brand consultant striving to sharpen and extend your skills

Building Better Brands is a focused, comprehensive, and practical guide to building brands. It makes sophisticated branding development techniques accessible and actionable. It is cogent, approachable, and well designed. It is the essential book for individuals and organizations that want to build great brands. Unlike other branding books written by senior branding consultants, Building Better Brands is not a collection of case studies, an advertisement for a consulting firm, or a glorified glossary of branding terms. It is not a one-liner about simplicity or brand-emotion expanded into a book.

Author Scott Lerman distills what he's learned from decades in the business into understandable and actionable frameworks for developing and redefining a brand. The book includes many of the lessons he teaches at the Masters branding program he teaches at The School of Visual Arts. It is a practical step-by-step guide for how to change everything.

Here's what others are saying:

"How I wish this book had been read by my clients before they rushed into a branding project. It is an excellently written and carefully built book, taking you through all aspects of developing and defining brands and branding programs. I highly recommend this book to any client, strategist, branding consultant, fellow designer, or anyone involved in "changing everything" and building better brands." - Steff Geissbuhler, owner, Geissbuhler: Design

"Scott Lerman's brilliant new book provides a robust examination of how, why and when branding is necessary and how to create or redesign brands in a vibrant, compelling and authentic way. It is a must-read for anyone and everyone who is interested in why branding matters more than ever before." - Debbie Millman, Design Division President, Sterling Brands and host of Design Matters radio show

Table of Contents:

Chapter 1: Introduction
- Building Better Brands?
- Building Better Brands That...
- Elements of Building Better Brands

Chapter 2: Champions
- Carol Gee
- Carmenchu Mendiola Fernandez
- Van Perry

Chapter 3: Discovery
- Discovery Work Plan

Chapter 4: Character
- Start with Character
- What's in Character
- Defining Character
- Character Workshop

Chapter 5: Arena
- A Simple Question
- Don't Use Your Imagination
- Focused Versus Expansive
- Arena Workshop

Chapter 6: Positioning
- Brand Positioning
- Brand Territory-A Simple Framework
- Positioning Attributes
- Positioning Workshop

Chapter 7: Experience
- Experience is Undeniable
- (re)Model the Experience
- Experience Workshop

Chapter 8: Identity
- What is Brand Identity?
- Brand Architecture
- Look and Feel
- Names
- Logos
- Identity Work Plan

Chapter 9: Help!

Chapter 10: Afterword

Chapter 11: More
- Thanks!
- A Brief Bio
- Permissions
- Index

SKU U5874
Author/Speaker/Editor Scott Lerman
Format Hardcover
ISBN 13 9781440331435
Number Of Pages 208

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