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Brand Thinking and Other Noble Pursuits Paperback – May 1, 2013
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The notion of the brand, like any concept that dominates markets and public consciousness, is a challenge to define. Is it a simple differentiator of the cereals in our cupboards, a manipulative brainwashing tool forced on us by corporations, or a creative triumph as capable as any art form of stimulating our emotions and intellect?
For those of us who grapple with these questions on a daily basis, Brand Thinking and Other Noble Pursuits elevates the discussion to the level of revelation. Each chapter is an extensive dialogue between Debbie Millman, herself a design visionary, and a different leader in the field. By asking questions deeply informed by her own expertise, Millman coaxes lucid, prescient answers from twenty-two interview subjects, among them Malcolm Gladwell, Tom Peters, Seth Godin, and godfather of modern branding Wally Olins.
This engaging and enlightening book is an unprecedented forum on the state of modern branding and how companies and consumers can best understand the behavior behind why we brand and why we buy.
- Print length336 pages
- LanguageEnglish
- PublisherAllworth
- Publication dateMay 1, 2013
- Dimensions6 x 1 x 9 inches
- ISBN-109781621532477
- ISBN-13978-1621532477
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Editorial Reviews
About the Author
Rob Walker contributes to The New York Times Magazine and Design Observer, among others. He is the author of Buying In: The Secret Dialogue Between What We Buy and Who We Are, and Letters from New Orleans. More at www.robwalker.net.
Product details
- ASIN : 162153247X
- Publisher : Allworth; 1st edition (May 1, 2013)
- Language : English
- Paperback : 336 pages
- ISBN-10 : 9781621532477
- ISBN-13 : 978-1621532477
- Item Weight : 14 ounces
- Dimensions : 6 x 1 x 9 inches
- Best Sellers Rank: #201,721 in Books (See Top 100 in Books)
- #21 in Product Management
- #51 in Branding & Logo Design
- #197 in Advertising (Books)
- Customer Reviews:
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About the author

Named “one of the most influential designers working today” by Graphic Design USA, Debbie Millman is also an author, educator, brand strategist and host of the podcast Design Matters. Debbie is Chief Marketing Officer at Sterling Brands, where she has worked with over 200 of the world’s largest brands. As the founder and host of Design Matters, the first and longest running podcast about design, Millman has interviewed more than 250 design luminaries and cultural commentators, including Massimo Vignelli, Milton Glaser, Malcolm Gladwell, Dan Pink, Barbara Kruger, Seth Godin and more. In the ten years since its inception, the show has garnered millions of downloads and a Cooper Hewitt National Design Award.
Debbie is the author of six books, including two collections of interviews that have extended the ethos and editorial vision of Design Matters to the printed page: How to Think Like a Great Graphic Designer and Brand Thinking and Other Noble Pursuits. Both books have been published in over 10 languages. In 2009 Debbie co-founded with Steven Heller the world’s first graduate program in branding at the School of Visual Arts in New York City. Now in its sixth year, the program has achieved international acclaim. The inaugural class wrote and designed the Rockport book Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands, in 2013 the students created branding for the Museum of Modern Art’s retail program, Destination: New York and the class of 2015 worked to reposition a Kappa Middle School in Harlem.
Debbie’s written and visual essays have appeared in publications such as The New York Times, New York Magazine, Print Magazine, Design Observer and Fast Company. She is the author of two books of illustrated essays: Look Both Ways and Self-Portrait As Your Traitor; the later of which has been awarded a Gold Mobius, a Print Typography Award, and a Bronze Medal from the Art Directors Club. Her artwork has been exhibited at the Chicago Design Museum, Anderson University, School of Visual Arts, Long Island University and The Wolfsonion Museum. She has been artist-in-residence at Cranbrook University, Old Dominion University and Notre Dame University, and has conducted visual storytelling workshops at Academy of Art University in San Francisco, the University of Utah, Hartford University and the High School of Art and Design in New York. She has designed wrapping paper and beach towels for One Kings Lane, greeting cards for Mohawk, MOO and Card-To-Art, playing cards for DeckStarter and sketchbooks for Shutterstock.
Debbie is President Emeritus of AIGA, one of five women to hold the position in the organization’s 100-year history. She is also a past board member and treasurer of the New York Chapter. She is a frequent speaker on design and branding and has moderated Design Yatra in India, presented keynote lectures at Rotman School of Management, Princeton University, Michigan Modern, the Melbourne Writers Festival in Australia, Design Thinkers in Toronto, the American Package Design Summit, the Festival of Art and Design in Barcelona, and many more. She has been a juror for competitions including Cannes Lions, The Art Directors Club, The Type Directors Club, Fast Company, HOW Magazine, Print Magazine, ID Magazine, AIGA, The Dieline, and more. You can see more of her work at www.debbiemillman.com
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The format is similar to How to Think and Debbie's Design Matters podcasts. The interviews have a casual tone, almost as if we were were joining a conversation with friends over coffee, except these friends are some of the smartest experts on branding and beyond, and the conversation is an exciting discussion about the state of branding today. Rather than a dry interview, Debbie drives the conversation through interesting routes, sometimes leading to what initially seems curiously off-topic, but always comes full circle to expand on the main idea. As you read the interviews, it's easy to pick up on Debbie's insight, but she always focuses on her guest and his or her perspective. Combine this with am impressive roster of interviewees, from Sean Adams, to Malcolm Gladwell to Deedee Gordon, Alex Bogusky, (just to mention a few), and you get this gem of a book.
It's easy to read, yet very smart and informative. I particularly enjoy the way Debbie interacts with her guests, making the text so much more approachable, honest and enjoyable. The book approaches branding through every-day eyes, making it both a very educational and recreational read.
And of course, as a visual person, I mustn't forget to mention the beautiful cover, for which Debbie did the lettering herself.
When functional differences are negligible there is a requirement to create an emotional difference. When branding moves into services, it becomes much more complex.
One of Coca-Cola's 'big ideas' is optimism.
P&G's Global Design Officer believes it's the responsibility of a leader to have a sense of vision. A brand is seen as an emotional connection. At P&G they first determine the purpose of the product, then go on to building the brand. A brand should help you feel better, look better, be better, reach a destination or a goal
Top reviews from other countries
Este es un libro de entrevistas muy bien llevadas, y realizadas a algunos de los más importantes representantes del mundo del branding, el diseño y la cultura de los últimos 50 años. Aprenderás mucho, aunque deberás sacar tú misma/o las enseñanzas de cada entrevistado. Muy recomendable.
Our book club author Jill Donahue wrote:
Imagine how fun it would be to be a fly on the wall at a dinner party with Dan Pink, Tom Peters, Karim Rashid, Seth Godin, Brian Collins and Malcolm Gladwell. Those are just 6 of 22 of the world’s leading brand thinkers that Debbie Millman interviewed for Brand Thinking and Other Noble Pursuits. Even better? You don’t have to cook for or clean up from this party. She’s done all the work and you get to just enjoy the conversation. She poses the question “What is a brand?” to these brilliant thinkers. If you are looking for straightforward answers, you won’t find them here. If, however, you are looking for thought provoking ideas to answer your questions of whether you have or need a brand and how to create one, pick up her book. She pulls together their answers for us to enjoy the differences, similarities and off-the-cuff debates right along with her. You will love the meandering discussions and thought provoking ideas.
Actionable Books summarized this through their book club, to check out the rest of Jill's summary, go to [...]







