Brand Frontiers: Designing More Than Experiences
What content and technologies are shaping tomorrow’s brands? What are the most effective brand strategies from a consumer perspective? How should brand be managed inside the organization? This quarter, authors share thoughtful responses to these critical questions. They outline issues that define the future of brand design. They highlight elements that contribute to success. They balance theory and a broad overview with practical insight, amplifying important lessons in case studies from General Motors, Procter & Gamble, Johnson & Johnson, Oce Technologies, and several other companies.
A Brand Status Report
Steering the brand in the auto industry
Toward meaningful brand experiences
David W. Norton
The forgotten bond: Brand identity and product design
Brand design for the long term
Marco Bevolo and Reon Brand
Designing brands for the pharmaceutical industry
Digital carvings: Brand totems for the emergence of infocentricity
Bill Lucas and Michael Higgins
The role of the intranet in brand knowledge management
Craig A. DeLarge
Using feature design to showcase the corporate brand
Peter J. Sackett and Efstathios G. Kefallonitis
Wow! Who built that?
Transforming the brand narrative: The global redesign of Pantene Pro-V
Emily Kokenge and Liz Grabow
A tool for managing brand assets
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