TITLE

BRAND DESIGN TAKES MORE THAN STYLE

AUTHOR(S)
Wheaton, Ken; Light, Larry
PUB. DATE
November 2006
SOURCE
Advertising Age;11/6/2006, Vol. 77 Issue 45, p74
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the process of brand design and how it should not be approached just from a aesthetic perspective but from a multi-sensory perspective. According to the article, brand design should also involve a consumer connection to the brand (which are concepts like values and experiences). The article also presents four steps when creating a brand design; imagination, innovation, operationalization, and renovation. INSET: The Brand-Design Process.
ACCESSION #
23064770

 

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