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Brand Frontiers: Designing More Than Experiences (Vol.14 No.1)

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Brand Frontiers: Designing More Than Experiences


What content and technologies are shaping tomorrow’s brands? What are the most effective brand strategies from a consumer perspective? How should brand be managed inside the organization? This quarter, authors share thoughtful responses to these critical questions. They outline issues that define the future of brand design. They highlight elements that contribute to success. They balance theory and a broad overview with practical insight, amplifying important lessons in case studies from General Motors, Procter & Gamble, Johnson & Johnson, Oce Technologies, and several other companies.




A Brand Status Report
Thomas Walton

Steering the brand in the auto industry 

Toward meaningful brand experiences
David W. Norton

The forgotten bond: Brand identity and product design
Guido Stompff

Brand design for the long term 
Marco Bevolo and Reon Brand

Designing brands for the pharmaceutical industry
Ken DeLor

Digital carvings: Brand totems for the emergence of infocentricity
Bill Lucas and Michael Higgins

The role of the intranet in brand knowledge management
Craig A. DeLarge

Using feature design to showcase the corporate brand
Peter J. Sackett and Efstathios G. Kefallonitis

Wow! Who built that?
Dannielle Blumenthal

Transforming the brand narrative: The global redesign of Pantene Pro-V
Emily Kokenge and Liz Grabow

A tool for managing brand assets
Chris Bedford


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