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Brand Atlas: Branding Intelligence Made Visible Hardcover – March 29, 2011


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Frequently Bought Together

Brand Atlas: Branding Intelligence Made Visible + Designing Brand Identity: An Essential Guide for the Whole Branding Team + The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Price for all three: $68.71

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Product Details

  • Hardcover: 144 pages
  • Publisher: Wiley; 1 edition (March 29, 2011)
  • Language: English
  • ISBN-10: 0470433426
  • ISBN-13: 978-0470433423
  • Product Dimensions: 9.2 x 6.3 x 0.6 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #574,503 in Books (See Top 100 in Books)

Editorial Reviews

Review

'...user-friendly approach to aggregate and simplify the science behind branding...essential principles of branding are broken down into basic step-by-step concepts.' (Finance & Management, April 2011).

From the Inside Flap

Brands have become the global currency of success.

Countries, corporations, com-munities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size.

Brand Atlas synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience.

The twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.


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Customer Reviews

The upside of this brief book is quite simply that: it's a really quick read.
Chelsea Liddle
The branding concepts are brought to life in a series of compelling graphic illustrations.
Marjorie S. Gorman
Recommended as a must have book for anyone who has anything to do with building a brand.
AmazonDiva

Most Helpful Customer Reviews

15 of 15 people found the following review helpful By K. Groh TOP 100 REVIEWERVINE VOICE on June 26, 2011
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
I've been in marketing and graphic design for about 25 years. I don't claim to know everything and I am always looking for ways to keep up with the times. I thought this book would refresh my outlook not only with my own business but my client's too.

It is a great resource for new (and old) buzz words like global sourcing, social networks, crowdsourcing, touchpoints, etc but that doesn't teach you anything but new vocabulary. Each item has a page to itself with a paragraph or two and a nice, brightly colored graphic. The problem I had was that everything was written in very vague terms with no real direction. I would have loved to have some specific steps or a 'case study' that walked through the process with some more detail.

For example, in opening to a random page I am at 'Collaboration'. A sample of text from this paragraph is, "The brand is the common purpose that unites a company across departments and diverse agenda. Centralized, user-friendly guidelines build brand engagement and make it easy for the whole team to build the brand one touchpoint at a time. Unleash the power of collaboration inside your organization to build your brand, and then with your customers and colleagues to innovate."

What exactly does all this mean? How should I apply it to my company? What kind of guidelines are we talking about? It is so general that as I read, I find myself in the middle of a Jay Leno fluffspeak segment. It just told me nothing.

I would much prefer something that gives some definable, measurable, goals and procedures. With the understanding that what one company does will not necessarily fit the needs of another company, the procedures can be a little open ended but that is where a case study helps to illustrate the process.

Not a recommended purchase.
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14 of 15 people found the following review helpful By AmazonDiva TOP 500 REVIEWERVINE VOICE on April 1, 2011
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Brand Atlas comes in a slim volume but like a good roadmap it has everything you need for mapping out the journey of your brand. Throw away those heavy tomes on branding, this little book has all you need for a great brainstorming session for your brand. All the great brand building ideas have been distilled into simple but powerful frameworks in this book. It's brevity and simplicity will help generate some incisive thinking. The principles are universal and applicable to products or services in public or private sectors.

The book is divided into 4 parts - Brand Landscape (Dynamics), Brand Basics (Intelligence), Brand Management (Drive) and Details.

The first section gives an insight into marketplace trends and the changing brand environment due to technology shifts and the evolving consumer. Topics range from Global Sourcing to Transparency to Sustainability and Free-conomics. Each topic gets 2 pages, on the left the concept is defined and there are quotes from some well known thinkers and organizations. On the right, there is a visual image or framework that explains the concept.

The second section gives succinct definitions of the basic concepts of branding like Brand as identity, Positioning, Big Idea, Brand Extensions. In my opinion, this is really where the book shines. The concepts are explained with great brevity yet amazing clarity and the quotes act as true thought starters. There is a question or a thought starter below every definition followed by a framework on the right page. For example, Brand Perception definition starts with "Brands connect to the mind and the heart. Brand identity is tangible and appeals to the senses. Consumers want brands that understand them.
Read more ›
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9 of 10 people found the following review helpful By Richard K. Stanley on March 8, 2011
Format: Hardcover
Brand Atlas prompts questions: what if it became a standard text in business schools to begin an awareness of branding concepts? what if it became a model for an e-book version? what if it were used to develop a common language with clients? Contrary to the cover copy, you can't read it in a half hour, but a complete reading will expand your knowledge of terms and principles drawn from a number of contemporary sources.

The book is an essential complement to Alina Wheeler's "Designing Brand Identity" which has become the standard text on branding especially in design schools. Where that book is comprehensive in explaining and illustrating the branding process, Brand Atlas is a compendium of single page descriptions, a glossary of fundamental ideas, each with an accompanying diagram by Joel Katz, all done in crisp Katz Wheeler style and colors. Finally, in the back there are short lists of process steps that will help implement branding programs, and which dovetail with the previous book.
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5 of 5 people found the following review helpful By Meelis on February 2, 2012
Format: Hardcover
I would say, that Brand Atlas is very light on the subject (just short of 150 pages while every second page is a diagram or picture). I think, for the price, it would haven even been okay, but it seems that the authors have been heavily influenced by Designing Brand Identity: An Essential Guide for the Whole Branding Team. Which makes sense, as one of the authors wrote the lastly mentioned book in the first place.

I was originally considering only Brand Atlas, but luckily for me, I ordered them both. While Designing Brand Identity offers good insights, workflows and thoughts, Brand Atlas only seems to give you a paragraph per page plus some exercises and quotes(and a diagram or picture, of course). These "tools, tactics, exercises, and approaches" are nothing more than 80/20 rule, Brainstorming, SWOT analysis, Focus [sic!] etc.

Furthermore, as I have been reading them in parallel, I'd say, that Brand Atlas have virtually copied a lot of the stuff from Designing Brand Identity while being incompetent in even doing that (the Onliness Statement is one example, where they have even failed to copy). This new format is just terribly overworked compared to the beautiful and more comprehensive original (which also has its mistakes, but that's another review).

Conclusion: I would rather come up with some extra dollars for Designing Brand Identity or would instead buy 20 burgers from McDonald's. At least I'd feel full afterwards (although slightly more overweight).
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