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Best New Thinking Winner 2010

Branding Zone

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?




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