Don't mess with the logo
Subtitle: tools to build brands with impact
By: Andy Milligan and Jon Edge.
Contributors: Edge, Jon.; Edge, Jon.
Publisher: FT Press
Published: 2010
Place of publication: Upper Saddle River, N.J
Language: eng
ISBN-13: 9780137017089
Subjects: Branding (Marketing); Brand name products; Advertising -- Brand name products
Notes: Edge's name appears first on the earlier ed. of the work.
Table of contents: title: Why you need to be on the bandwagon : a brief (we promise) history of brands and why they're so valuable; title: What is a brand?; title: What is brand strategy?; title: The house that brand built : positioning and brand architecture; title: Apples, oranges, blackberries, and other fruit : how to create a great brand identity; title: It's the experience, stupid!; title: Too many opinions and not enough cheese sandwiches : a bit about research; title: Call in the lawyers; title: Bow ties, ponytails, and lunch at the Ivy : how to manage your agencies; title: Standing up, standing out, and standing on your competition : how to keep your brand fresh in the noo meejur digital age; title: How to measure brand performance; title: When to mess with your logo : drastic measures; title: The most important lesson you can learn in brand building; title: Epilogue : all the top tips in one place.