Myths of Branding

Beschreibung

Debunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods.
A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... 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 Business Myths series... The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.
Explores the most pervasive and damaging myths from the world of branding including, 'a good brand can save a bad business' and 'branding is all about visual identity', and debunks them with up-to-date examples and market-focused evidence
Includes fascinating case studies from the world's leading brands and topmost branding agencies
New to this edition: fully updated with new myths and case studies and examples
Is part of the Business Myths series, which tackle some of the biggest falsehoods, skewed stereotypes and damaging misconceptions that can disrupt businesses today

Autor*in

Simon Bailey
Simon Bailey is partner at The Caffeine Partnership, an award-winning strategic consultancy which specialists in brand-led business growth. He is an experienced business leader, consultant and brand specialist who advises CEOs and senior professionals on how to use their brands to drive business growth. Simon Bailey was formerly the European CEO of Interbrand; prior to that he was the UK CEO of WPP agency the Brand Union. Simon has successfully led several businesses turn-arounds, helping to restore both profitability and market reputation. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

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