Branding From A To Z - Softcover

Kreutz, Bernd

Softcover

ISBN 10: 3775791590 ISBN 13: 9783775791595

Publisher: Hatje Cantz Publishers, 2004

We live in a world of brands. Brands play a crucial role in business competition, but have also become an important social phenomenon. Brands are represented by signs and symbols, gestures and images. They stand for values, hopes, and desires, for experiences and expectations. They evoke emotions and associations. Branding From A to Z is a purely visual crash course in the essence and impact of brands, alphabetically pairing symbols with images, so that the "C" of Campbell's Soup is paired with a photograph of Che Guevara; the "D" of Disney with a whimsical portrait of Salvador Dal'; the sign for the Euro with Albert Einstein's mug; McDonald's Golden Arches with Marilyn Monroe, skirt aflutter over a gusting grate; the royal blue "Q" of Q-Tips with the even more royal Queen Elizabeth II; and all the way to the swishy "Z" of Zurich Insurance, paired with Frank Zappa, who sits quizzically upon a toilet.

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About the Author:

Bernd Kreutz, born in 1950, is a communications consultant and advisor to top executives in major corporations and institutions. The Dusseldorf expert has received numerous awards for his work, including Corporate Design Awards, Effiesi for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the 'Yello Power' brand was developed, one of the most successful launches in the history of German marketing. Germany's leading news magazine, Der Spiegel, calls him an "advertising genius".

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