Brand Atlas: Branding Intelligence Made Visible

by Alina Wheeler, Joel Katz

Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning.
--The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals.

Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference:

Speaks to a broad range of stakeholders in the branding process--from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.

Genres: Design, Business

144 pages, Hardcover

Published March 29, 2011

About the author

Author, speaker, consultant. Alina's business focus is managing perception. Her service is strategic imagination. Her passion is brand identity. Wheeler reinvents the marketing textbook, demystifies branding, and illuminates best practices and tools.

Reviews

[Gerrit · Rating 3 out of 5]

Clear overview of all basic knowledge about branding and a nice try to set up a visual information language.

[Dominic Caissie · Rating 3 out of 5]

A solid overview of the fundamental concepts involved in branding and marketing. Many who have experience in the field of marketing already may not find it to be enough, as it is very surface level. It is a good tool for everyone regardless, as even a marketer can use this to refresh their understanding of core concepts.