Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development
Scott Lermanhas guided the development of branding programs for dozens of the world's most influential brands--including Caterpillar, American Express, Owens-Illinois, 3M, National Semiconductor, National Australia Bank, and Harley-Davidson. As a leader, he has helped shape several global branding firms, including Siegel & Gale, Enterprise IG, and currently, Lucid Brands. Scott is on the founding faculty of the School of Visual Arts' Masters in Branding program and helped create the first AIGA Chapter devoted to branding. Scott has commented on and explored the issues shaping businesses and brands inThe Design Management Review,Wall Street Journal,New York Timesand presented to diverse groups, including The Conference Board, The Design Management Institute, American Marketing Association, and AIGA.