The Brand Book: An insider's guide to brand building for businesses and organizations

Description

Wonderful book which I couldn't put down. - Charlie Marshall, CEO & Founder, Loaf A healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UK This needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer, Cheil Worldwide The Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand. *A number one bestseller in branding and logo design* November 2022

Daryl Fielding has held senior roles in marketing, media and advertising. She has created new brand strategies across many categories, from Dove to Cadbury to Vodafone, and is a recognized speaker on brands and marketing leadership. She currently runs The Marketing Academy Foundation, a charity enabling young people from challenging backgrounds to follow in her marketing footsteps to a fulfilling and fun career.

In an industry which is currently engaged in a civil war between creative Cavaliers and reductionist Roundheads, this book provides a healthy blast of brutally honest common sense. This lesson is all the more urgent and convincing, given the lifetime of experience which lies behind it. * Rory Sutherland, Vice Chairman, Ogilvy UK * I would like to complain: you kept me up all night with your wonderful book which I couldn't book down. I'm knackered. But wiser for it. -- Charlie Marshall * CEO & Founder, Loaf * I love it (especially the reference to Pluto having a cheeky cigarette around the back of the theme park rides!). This needs to be in all marketing/communication colleges. * Malcolm Poynton, Executive Global Chief Creative Officer, Cheil Worldwide *