Myths of Branding : Dispel the Misconceptions and Become a Brand Expert
Publisher,Kogan Page
Publication Date,
Format, Paperback
Weight,
No. of Pages, 264
Shelf: Non-Fiction Books / Business Finance & Accounting / Branding
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Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.
Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.
About the Author
Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham.
- Dimensions : 5.98 x 0.79 x 9.13 inches
