Don't Mess with the Logo

Jon EdgeJon has worked on some of the biggest names in branding, including Nissan, Sony, Toyota, Disney, Apple and Orange. E is one half of modern artists EDGE & CARR and is also currently a consultant for WHAM. Jon also set up his own company ‘Edgey Ideas’ in 2006. He still has aspirations to be mildly amusing and was also once stuck in a lift.    Andy Milligan Andy is a leading international brand consultant. He moved to Singapore in 2002 to become the managing director of Interbrand’s South East Asia operations. He now runs his own company specialising in training and development Andy has worked on a wide range of programmes in Japazi Corp, Barclays, BiC, OSIM, Cerebros, FIFA, ATP Tour, London Underground and Roche. Andy makes frequent appearances in the media, on BBC, CNN, and CNBC. He is the co-editor of Uncommon Practice, 2006 which has sold over 13,000 copies since 2002.

• Table of Contents  Introduction: So do we really need another book about branding?What this book is all about, why we’ve written it and how to read it for maximum effect  Chapter 1: Why you should jump on the brandwagon. The value of brandsHow branding has become the battleground for businesses, why they are the best ways of making money for companies and why despite this there is so little understanding of them. What characterises a great brand. And what doesn’t.  Chapter 2: Strategy Schmategy. How to develop your brand strategyEveryone has a different definition of what strategy is. This chapter tells you exactly what brand strategy is and what it isn’t and why it’s different from business strategies, creative strategies, media strategies and any other strategy you care to mention. It will tell you the 5 questions you need to ask to ensure you have a good strategy and will tell you how to avoid convoluted and theoretical brand models with ridiculous names – remember all brand onions end in tearsCase study: Orange, Red Bull  Chapter 3: The house that brand built. Why you need brand architecture.How many brands do I need? What’s the difference between a brand, a sub-brand and a product name? How do I stop people creating logos and names for every initiative my company thinks of? These and many more questions will be answered in Chapter 3. It tells you where you should spend your money – how not to confuse an exciting marketing fad with a long-term profitable brand and what do say to a consultant who asks you if your master brand is the hero brand when it’s the range brand from a sub-brand (answer: ‘you’re fired’!)Case study: BMW, Unilever  Chapter 4: Apples and Oranges™. How to create a great brand identityBranding is a disciplined process requiring strategic, creative, linguistic and legal skills; it is not about fiddling around with fancy logos and ads. Here’s how to:-         create a brand name-         build a brand identity-         understand the difference between brand identity and advertising-         tell people why and how not to f**k with the logoCase study: Orange  Chapter 5: It’s not what you say, it’s what you do. Managing the customer experiencePeople in branding obsess about logos and ads. DOH! Brands are built through what you deliver to customers (your advertising is merely part of that experience). Here are the 7 key lessons you need to bear in mind to design an experience that will delight customers. Case study: M&S  Chapter 6: What’s the point of testing it? How to use researchResearch is a dangerous word in brand building. Too much of the wrong sort is done at the wrong time and with the wrong interpretations put on it. This chapter tells you what you should research and what you shouldn’t, when and when not to research and what kind of research is needed for what part of the brand building process. It also tells you when to ignore research and the key questions you need to ask to ensure you have the right research.Case study: Pantene, Chanel  Chapter 7: Pony tails, bow ties and lunch at The Ivy…How to manage the agency boys and girls and suppliersThe modern business executive is faced by a bewildering array of agencies, consultants, creative hotshops, media houses, digital specialists, brand experience gurus etc– they all want to get their hands on your budget and most of them want the credit for your success. So here