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Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development
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Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development

3.83  ·  Rating details ·  12 ratings  ·  1 review
You'll love Building Better Brands if: You need guidance on executing a smart branding program You are ready to learn from an expert like Scott Lerman who has worked with companies like 3M, HarleyDavidson, American Express, Caterpillar and more You are a brand consultant striving to sharpen and extend your skills Building Better Brands is a focused, comprehensive, and prac ...more
Hardcover, 200 pages
Published October 17th 2013 by HOW
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3.83  · 
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Nathan Henrique
Feb 10, 2015 rated it really liked it
Before anything: it's not a book about building a Logo, it's about building a Brand - it's important to state this because a lot of designers say they do Branding when they actually only do Logos or Corporate Identities.

Lerman's approach does a good job on translating a branding project goals into actionable steps; which flow smoothly and logically from phase to phase.

The methodology described consists of 6 phases - Discovery, Character, Arena, Positioning, Experience and Identity - and the det
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