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Informationen zum Autor CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries. Klappentext "As an in-depth explanation of one organisation's brand strategy, this guide is both fascinating and full of useful insights." -- The CA magazine (UK)Get tactical insight from the top business-to-business branding experts--and gain a global presenceThis comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.* Features essential up-to-date strategies for keeping your brand fresh and enduring* Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more* Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands* Incorporates best practices for emerging marketsWith guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without. Zusammenfassung "As an in-depth explanation of one organisation's brand strategy, this guide is both fascinating and full of useful insights." -- The CA magazine (UK)Get tactical insight from the top business-to-business branding experts--and gain a global presenceThis comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.* Features essential up-to-date strategies for keeping your brand fresh and enduring* Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more* Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands* Incorporates best practices for emerging marketsWith guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without. Inhaltsverzeichnis Section 1 Defining it Brand overview What is branding? 2 What is brand identity? 6 B2C versus B2B branding 10 The "brandscape" 14 Brand strategy 16 Brand architecture 20 Brand purpose 24 Brand positioning 26 Brand experience 30 Brand engagement 34 Brand measurement 38 Section 2 Building it Brand elements Name 44 Tagline 48 Tone of voice 52 Logo 56 Color 60 Typography 64 Imagery 68 Composition 72 Iconography 76 Information graphics 80
