More than a name. An introduction to branding
A book by Melissa Davis.
Review by Christine Arden.
This large format textbook delivers beautifully on its promise: it is a contemporary, visually enticing and comprehensive introduction to branding - from theory to execution.
"The visual interpretation and translation of brands to an audience is a fundamental element of branding" writes Davis. "Design connects the audience to the brand". It is fitting then, that her book successfully utilizes design and visual examples to illuminate the power of brand.
Inside the book are all the subject area mandatories: Defining branding; How brands are made; Brand anatomy; Brand audience; Current trends; The brand experience; Ways of working; and Future thinking. The book borrows from online conventions to show how best to navigate the text, which is peppered with recurring value-add features such as 'interviews' (with luminary brand thinkers and industry practitioners), 'glossary reminder', 'tips for designers', and 'theory sections' (which explain common marketing concepts).
Davis presents a very credible 'introduction' that will assist anyone looking for an immersive learning experience. It will no doubt inspire them to explore 'branding' further!
Buy this book