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Inhaltsangabe
Book by Evans Judith Dangel Cullen Cheryl
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Reseña del editor
Today we know Gateway, Federal Express and Virgin Atlantic Airline as market leaders, but once upon a time they were "challenger brands." Scores of books explore the business side of world-class branding, but until now, no book has addressed the critical role that graphic design strategy plays in successfully launching new brands into the marketplace. Challenging the Big Brands offers brand creators, graphic designers and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with dozens of successful graphic design strategies, this in-depth exploration shows the finished pieces that distinguished the campaign from those of their competitors. Each case study includes insights - both from the client company and the design firm - on the creative processes behind the projects and the brilliant moves that helped catapult them to the top. Distilling valuable lessons from international brand success stories, this visual guide is a must for anyone involved in launching new brands into a competitive market.
Biografía del autor
Judith Evans is a business reporter for the Washington Post and has been a reporter for several newspapers, including New York Newsday, since 1985. She lives in Washington, D.C. Cheryl Dangel Cullen is the president of Cullen Communications, Inc., a marketing firm. She also freelances for several major graphic design and marketing magazines including Digital Graphics, Digital Printing Solutions, Print Solutions, Big Idea and Selling Power. Her books include Then Is Now and Promotion Design That Works. She lives outside of Chicago, Illinois.
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- VerlagROCKPORT
- Erscheinungsdatum1999
- ISBN 10 1564969053
- ISBN 13 9781564969057
- EinbandTapa blanda
- Anzahl der Seiten192
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Challenging the big brands. How new brands win market share with innovative design.
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Gloucester Mass. : Rockport, 2003
ISBN 10: 1564969053
ISBN 13: 9781564969057
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Zustand: Sehr gut. 176 S. Ein gutes und sauberes Exemplar. - ENGLISCH - Challenging the Big Brands: ¦ Is the first book to address the critical role that graphic design plays in brand success ¦ Traces the journey of today's top companies from challenger brands to market leaders ¦ Is filled with full-color photos that bring winning graphic design strategies to life ¦ Reveals brand developers', designers', and advertising executives' inside strategies for success. Distilling valuable lessons from international brand success stories, this visual guide is a must have for anyone involved in launching new brands into a competitive marketplace. We know companies like Gateway, Federal Express, and Virgin Atlantic Airways as market leaders. But once upon a time they were "challenger brands." While scores of books explore the business side of world-class branding, no book addresses the critical role that graphic design strategy plays in successfully launching new brands into the marketplace. -- Featured companies: -- FedEx -- Adidas -- Hush Puppies -- sarabanda -- JetBlue -- Virgin Atlantic Airways -- Avis -- Gateway -- Seat -- Egg -- Handspring -- Sony PlayStation 2 -- Best Buy -- KitchenAid -- Seven Network -- Ml -- VH1 -- Simply Music -- Burn -- SoBe -- Osborne -- Krispy Kreme -- Christie's -- Big Yellow -- Priceline -- Ameritrade -- first direct . ISBN 9781564969057 Sprache: Englisch Gewicht in Gramm: 1550 Mit zahlr. auch farb. Abb. - Gebundene Ausgabe mit Schutzumschlag. Bestandsnummer des Verkäufers 932852
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Challenging the Big Brands: How New Brands Win Market Share with Innovative Design
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ISBN 13: 9781564969057
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