Having observed that building brands and corporate identity through advertising is much harder than it used to be, Professor Joachimsthaler draws lessons from both successful and struggling corporations in Europe to illustrate his thesis that the role of design in corporate identity is to cut through the clutter that dilutes the strength of brands and corporate identities. From analyses of Nike, Puma, and Adidas, Coca Cola and Virgin Cola, he distils three guidelines and four tools for building stronger brands here and abroad.