Get tactical insight from the top business-to-business branding experts—and gain a global presence. This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.
This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.
Key Features
- Features essential up-to-date strategies for keeping your brand fresh and enduring.
- Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more.
- Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands.
- Incorporates best practices for emerging markets.
With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
Contents
Section 1 Defining it: Brand overview
- What is branding?
- What is brand identity?
- B2C versus B2B branding
- The ?brandscape?
- Brand strategy
- Brand architecture
- Brand purpose
- Brand positioning
- Brand experience
- Brand engagement
- Brand measurement
Section 2 Building it: Brand elements
- Name
- Tagline
- Tone of voice
- Logo
- Color
- Typography
- Imagery
- Composition
- Iconography
- Information graphics
- Sound
Section 3 Using it: Brand applications
- Business materials
- Presentations
- Brochureware
- Magazines and newspapers
- Reviews and reports
- Proposals
- Packaging
- One time materials
- Advertising
- Sponsorships
- Electronic communications
- Websites
- Mobile apps
- Social media
- Audiovisuals
- Office environments
- Events and exhibitions
- Merchandise
Section 4 Defending it: From alliance to compliance
- Brand asset management
- Brand compliance
- Brand champions
- Designers and networks
- Rollout strategies
- Workshops and education
- Evolving the system
- QR Index
- Index
Praise for Designing B2B Brands
- "You don't need to be an agency professional to appreciate the key insight of Designing B2B Brands: that brand excellence is best achieved through the creative connection of business goals, culture, and people." -SIR MARTIN SORRELL, CEO, WPP group.
- "For the first time in the history of business books, an elite global professional services firm actually shows, touch point by touch point, channel by channel, what it takes to be a brand leader. In a world filled with B2C branding, finally, a book about B2B. Kudos. We needed it." -ALINA WHEELER, AUTHOR, DESIGNING BRAND IDENTITY.
About the Authors
- CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries.
Book Details
- Hardcover: 224 pages
- Publisher: Wiley; 1 edition (April 1, 2013)
- Language: English
- ISBN-10: 1118457471
- ISBN-13: 978-1118457474
- Product Dimensions: 8.9 x 0.7 x 11.2 inches
- List Price: $49.95