{"product_id":"designing-b2b-brands-isbn-9781118457474","title":"Designing B2B Brands","description":"\u003cp\u003e“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” \u003cb\u003e— The CA magazine (UK)\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e Get tactical insight from the top business-to-business branding experts—and gain a global presence\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures essential up-to-date strategies for keeping your brand fresh and enduring\u003c\/li\u003e \u003cli\u003eAddresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more\u003c\/li\u003e \u003cli\u003eConsiders the impact of digital and social media, two massive forces requiring new thinking for B2B brands\u003c\/li\u003e \u003cli\u003eIncorporates best practices for emerging markets\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection 1 Defining it\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand overview\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is branding? 2\u003c\/p\u003e \u003cp\u003eWhat is brand identity? 6\u003c\/p\u003e \u003cp\u003eB2C versus B2B branding 10\u003c\/p\u003e \u003cp\u003eThe \"brandscape\" 14\u003c\/p\u003e \u003cp\u003eBrand strategy 16\u003c\/p\u003e \u003cp\u003eBrand architecture 20\u003c\/p\u003e \u003cp\u003eBrand purpose 24\u003c\/p\u003e \u003cp\u003eBrand positioning 26\u003c\/p\u003e \u003cp\u003eBrand experience 30\u003c\/p\u003e \u003cp\u003eBrand engagement 34\u003c\/p\u003e \u003cp\u003eBrand measurement 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection 2 Building it\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand elements\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eName 44\u003c\/p\u003e \u003cp\u003eTagline 48\u003c\/p\u003e \u003cp\u003eTone of voice 52\u003c\/p\u003e \u003cp\u003eLogo 56\u003c\/p\u003e \u003cp\u003eColor 60\u003c\/p\u003e \u003cp\u003eTypography 64\u003c\/p\u003e \u003cp\u003eImagery 68\u003c\/p\u003e \u003cp\u003eComposition 72\u003c\/p\u003e \u003cp\u003eIconography 76\u003c\/p\u003e \u003cp\u003eInformation graphics 80\u003c\/p\u003e \u003cp\u003eSound 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection 3 Using it\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand applications\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBusiness materials 90\u003c\/p\u003e \u003cp\u003ePresentations 94\u003c\/p\u003e \u003cp\u003eBrochureware 98\u003c\/p\u003e \u003cp\u003eMagazines and newspapers 102\u003c\/p\u003e \u003cp\u003eReviews and reports 106\u003c\/p\u003e \u003cp\u003eProposals 110\u003c\/p\u003e \u003cp\u003ePackaging 114\u003c\/p\u003e \u003cp\u003eOne-time materials 118\u003c\/p\u003e \u003cp\u003eAdvertising 122\u003c\/p\u003e \u003cp\u003eSponsorships 128\u003c\/p\u003e \u003cp\u003eElectronic communications 132\u003c\/p\u003e \u003cp\u003eWebsites 136\u003c\/p\u003e \u003cp\u003eMobile apps 140\u003c\/p\u003e \u003cp\u003eSocial media 146\u003c\/p\u003e \u003cp\u003eAudiovisuals 150\u003c\/p\u003e \u003cp\u003eOffice environments 154\u003c\/p\u003e \u003cp\u003eEvents and exhibitions 164\u003c\/p\u003e \u003cp\u003eMerchandise 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection 4 Defending it\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFrom alliance to compliance\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand asset management 174\u003c\/p\u003e \u003cp\u003eBrand compliance 178\u003c\/p\u003e \u003cp\u003eBrand champions 182\u003c\/p\u003e \u003cp\u003eDesigners and networks 186\u003c\/p\u003e \u003cp\u003eRollout strategies 190\u003c\/p\u003e \u003cp\u003eWorkshops and education 194\u003c\/p\u003e \u003cp\u003eEvolving the system 200\u003c\/p\u003e \u003cp\u003eImage Credits 204\u003c\/p\u003e \u003cp\u003eAbout the authors 206\u003c\/p\u003e \u003cp\u003eIndex 209\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCARLOS MARTINEZ ONAINDIA\u003c\/b\u003e is Senior Manager, Global Brand, and \u003cb\u003eBRIAN RESNICK\u003c\/b\u003e 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.\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eA comprehensive guide to creating and implementing a global brand platform using the lessons—and secrets—of the world's largest professional services organization\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAs branding becomes ever more central to business success, more professionals than ever before play a role in shaping a company's brand and are counted on to have a strong understanding of how to deliver consistent results of very high quality. This comprehensive manual lays out the steps needed to create 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDesigning B2B Brands\u003c\/i\u003e illustrates all the components of an integrated brand identity system, and how it can be crafted and implemented for optimal effect. Here, theory is replaced by practice: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. This powerful guide:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures essential up-to-date strategies for keeping your brand fresh and enduring\u003c\/li\u003e \u003cli\u003eAddresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more\u003c\/li\u003e \u003cli\u003eConsiders the impact of digital and social media, two massive forces requiring new thinking for B2B brands\u003c\/li\u003e \u003cli\u003eIncorporates best practices for emerging markets\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003eYou don't need to be an agency professional to appreciate the key insight of \u003ci\u003eDesigning B2B Brands\u003c\/i\u003e: that brand excellence is best achieved through the creative connection of business goals, culture, and people.\u003cbr\u003e \u003cb\u003eSIR MARTIN SORRELL\u003c\/b\u003e, CEO, WPP group\u003c\/p\u003e \u003cp\u003eFor the first time in the history of business books, an elite global professional services firm actually shows, touch point by touch point, channel by channel, what it takes to be a brand leader. In a world filled with B2C branding, finally, a book about B2B. Kudos. We needed it.\u003cbr\u003e \u003cb\u003eALINA WHEELER\u003c\/b\u003e, AUTHOR, \u003ci\u003eDESIGNING BRAND IDENTITY\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989047984357,"sku":"NP9781118457474","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118457474.jpg?v=1761782578","url":"https:\/\/k12savings.com\/es\/products\/designing-b2b-brands-isbn-9781118457474","provider":"K12savings","version":"1.0","type":"link"}