KLAUS SCHMIDT is co-founder and now CEO of Henrion Ludlow Schmidt, leading European brand creation and management consultants based in London and Hamburg. The company is well known for its work for clients such as Deutsche Bank, KLM, London Electricity, Mercedes-Benz, Mitsubishi and Roche. His first book, The Quest for Identity, appeared in 1995.CHRIS LUDLOW is a co-founder of Henrion Ludlow Schmidt, is now a consultant to the company and is a frequent contributor and broadcaster on branding subjects.

'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing

• PART I: INCLUSIVE BRANDING: ROOTS AND REASONS From Cattle to Coke Brand or Corporate Identity? The Best of Both Worlds Brand Environment: The World Lessons from Real Life Research Meets Experience The Case for a New Approach PART II: VISION INTO REALITY: THE HOLISTIC APPROACH The Holistic Brand Model The Six Dimensions Holistic Brand Management Balancing the Dimensions A Decade of Success PART III: PRESSING ISSUES, HOLISTIC SOLUTIONS The Challenge of the Global Brand The Big Issue: Cost Transparency The Brand-Led Company Online or Off? Managing Change The Vision Thing Brand Value PART IV: THE CASE HISTORIES Mercedes-Benz Orange BUPA Manchester United Virgin CMS Miele Dunlop Sport

KLAUS SCHMIDT is co-founder and now CEO of Henrion Ludlow Schmidt, leading European brand creation and management consultants based in London and Hamburg. The company is well known for its work for clients such as Deutsche Bank, KLM, London Electricity, Mercedes-Benz, Mitsubishi and Roche. His first book, The Quest for Identity, appeared in 1995.CHRIS LUDLOW is a co-founder of Henrion Ludlow Schmidt, is now a consultant to the company and is a frequent contributor and broadcaster on branding subjects.

'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing

• PART I: INCLUSIVE BRANDING: ROOTS AND REASONS From Cattle to Coke Brand or Corporate Identity? The Best of Both Worlds Brand Environment: The World Lessons from Real Life Research Meets Experience The Case for a New Approach PART II: VISION INTO REALITY: THE HOLISTIC APPROACH The Holistic Brand Model The Six Dimensions Holistic Brand Management Balancing the Dimensions A Decade of Success PART III: PRESSING ISSUES, HOLISTIC SOLUTIONS The Challenge of the Global Brand The Big Issue: Cost Transparency The Brand-Led Company Online or Off? Managing Change The Vision Thing Brand Value PART IV: THE CASE HISTORIES Mercedes-Benz Orange BUPA Manchester United Virgin CMS Miele Dunlop Sport