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Building Brands at the Intersection of Design and Business Strategy (Vol.19 No.2

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Building Brands at the Intersection of Design and Business Strategy


Brands are about people and perceptions. This quarter’s contributors emphasize the importance of vesting both internal and external stakeholders in an organization’s brand. They suggest research techniques that can leverage those results. They probe the necessity to align brand across a range of touch-points as well as with corporate goals and activities. They address ways to protect and extend a brand. They describe the significant impact innovative and broad approaches to branding and design have on bottom-line success. And to amplify theory with practice, they include numerous case studies.




Insights on Brand and Business Success
Thomas Walton

The Designful Company 
Marty Neumeier

The Road to Authentic Brand is Littered with Design
David Lemley

Brand Inside Meets Brand Outside
Karl D. Speak and Gilman Hanson

The Socio-Cultural Role of Brand in Business Value Creation
Caroline A.A. Meads and Pradeep Sharma

Embedded Brand: The Soul of Product Development
Guido Stompff

Experiential Design Drives an Established Brand to a Youthful Market
Judi Jacobs and Jeff Hackett

How Tangible is Your Brand?
Mary Weisnewski

Inventing Brands: Opportunities at the Nexus of Semiotics and Intellectual Property
James G. Conley, J. Duncan Berry, and Laura DeWitt


Achieving Brand-Driven Business Success
Connie Birdsall and Neil Johnston

The Mathematics of Brand Satisfaction
Chris Rockwell


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