Brands are the single biggest tool for wealth creation, the engine behind globalisation, and the power base for communications. This section is a tough one to write up because so much has been written about brands. Check out the brands section in the bookshop here if you don’t believe me. What I can do in the little time and space I have is to provide some provocation and to stretch the notions of brands and brand building a little further.
6 levels of branding is a very simple explanation of the main levels in which brands have worked and the main areas where brands are making new strides.
There’s a retrospective on the V&A exhibition about brands
Lastly there’s a piece about brand pathology. What personality disorders can you diagnose in the brands you work on?