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Which clippings match 'Branding' keyword pg.1 of 6
01 MARCH 2014

Brand Book vs Brand Guidelines vs Brand Bible

"A brand book is the physical manifestation of the living, breathing concept that is your brand. Without a guiding document, the Brand can spin out into an inconsistent set of representations. In an attempt to slow that process, Marketing Departments often develop Brand usage guidelines. These guiding documents have a lot of names: Brand Book, Brand Guidelines, Brand Bible, Identity Guidelines, etc, etc, etc. But whatever you call it, the Brand Book helps to define the standard elements of the Brand identity, in an attempt to limit the inconsistency that would otherwise develop as the Brand is implemented and actively used."

(Tisha Oehmen)

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bible (guide)brand behavioursbrand biblebrand book • brand elements • brand guidelines • brand history • brand identitybrand manager • brand philosophy • brand position • brand space • brand usage guidelines • branding • co-branding guidelines • colour choicecommunication design systems • corporate identity systems • design guidelines • Deutsche Bankdocument • guide document • guidelines • guiding document • identity guidelines • identity guidelines book • inconsistency • internal staff • marketing department • marketing partners • marketing team • overview document • parent brand • physical manifestationposition-statementpositioning statements • source document • standard elements • standardisation • sub-brand • technical document • typography guidelines • understand the brand • visual identity systems

CONTRIBUTOR

Simon Perkins
11 DECEMBER 2013

Santa brand book - 2013 refresh

"Santa brand book – 2013 refresh. Brand guidelines for the world's biggest brand, to make sure the Marketing Elves stay on message."

(Quietroom)

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2013bible (guide)brand biblebrand bookbrand colourbrand guidelinesbrand identitybrand imagebrand perceptionbrand refreshbrandingChristmascritique • fantasy figure • Father Christmas • gifts • humour • Kris Kringle • parodyredreindeer • Saint Nicholas • Santa • Santa Claus • Sinterklaas • snow • St. Nicholas Day • white

CONTRIBUTOR

Simon Perkins
29 SEPTEMBER 2012

1000heads: The Word of Mouth People

"Traditional marketing was built for another age. Today a new creative energy is required. Sociability is the media of now. Social connections happen everywhere, every minute of every day, in the real world and in the digital world. Social communication touches everybody. Brands are carried along in the stories people share, and the conversations they have, in social media, on their mobiles, and face to face. We help brands to get their stories to travel further and faster, building sustained relationships and advocacy as they go.

Our story began in a (thankfully converted) cowshed back in 2000. We saw that a new age of communication was emerging, an age of social communication. Since then we have worked with some of the world's best businesses helping them to behave in different ways; encouraging participation and collaboration with their audiences. We now have an 90–strong team of talented thinkers, doers and sometime dreamers who bring social communication to life for brands around the world."

(1000heads)

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1000heads • 2000advocacyaudiencebrandingbrandscollaborationconnected • conversations people have • digital worldface-to-facemarketingmarketing practices • media of now • mobilenetworknetwork society • new communication age • new creative energy • participationsociability • social communication • social connections • social media • stories people share • sustained relationships • their stories • thinkers

CONTRIBUTOR

Simon Perkins
09 MAY 2012

Welcome to the Era of Design

"All businesses, no matter what they make or sell, should recognize the power and financial value of good design.

Obviously, there are many different types of design: graphic, brand, packaging, product, process, interior, interaction/user experience, Web and service design, to name but a few. ...

You see, expecting great design is no longer the preserve of a picky design–obsessed urban elite – that aesthetically sensitive clique who'd never dare leave the house without their Philippe Starck eyewear and turtleneck sweaters and buy only the right kind of Scandinavian furniture. Instead, there's a new, mass expectation of good design: that products and services will be better thought through, simplified, made more intuitive, elegant and more enjoyable to use.

Design has finally become democratized, and we marketers find ourselves with new standards to meet in this new 'era of design.' To illustrate, Apple, the epitome of a design–led organization, now has a market capitalization of $570 billion, larger than the GDP of Switzerland. Its revenue is double Microsoft's, a similar type of technology organization but one not truly led by design (just compare Microsoft Windows with Apple's Lion operating system)."

(Adam Swann, 5/03/2012, Forbes)

Fig.1 "Mille Miglia" bicycle by VIVA [http://www.vivabikes.com/].

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advertisingaestheticsAmazon.comApple • Apple Care • applied discipline • B2Bbrandbrandingbrandsbusiness • business to business • CMO Network • competitive advantagecreativity • customer recommendation • customer satisfaction • customer-centric • customersdesign • design-led organisation • elegant design • employee satisfaction • enjoyable to use • era of design • experience design • feel good • financial value • First Direct • Forbesgood designgraphic designhyperconnectedIKEAinnovative designinteraction designinterior designintuitive designleadership • led by design • marketer • marketingmeaningful experiences • Michael Eisner • MicrosoftMicrosoft Windows • new era • new standardsoperating systempackagingPhilippe StarckPinterest • process design • product design • rewarding experiences • service design • service touchpoints • social media • social-media-fueled society • Switzerland • urban elite • user experience designweb design

CONTRIBUTOR

Simon Perkins
20 FEBRUARY 2012

Interbrand: a global branding consultancy

"Interbrand started in 1974 when the world still thought of brands as just another word for logo.

We have changed the world's view of branding and brand management by creating and managing brands as valuable business assets."

(Interbrand)

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1974brand • brand design • brand managementbrand strategy • brand valuation • brandingbranding design • branding services • brands • business assets • consultancy • cross-cultural branding • cross-language branding • Dunlop Corporation • globalgraphic design • identity consultancy • Interbrand (agency) • John Murphy • legal searches • logomanaging brands • Novamark (agency) • Omnicom Group • product development

CONTRIBUTOR

Simon Perkins
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