Arguing that commercial brand names extend beyond products and marketing departments, a brand strategist with company offices in Europe evangelizes for as he says one must his 4-D Branding model in the context of the network economy. Includes a foreword by Virgin founder Richard Branson; company examples (e.g. Ikea, Starbucks); "ten commandments for a brand with a future"; and a few reference notes. Lacks an index. Annotation c. Book News, Inc., Portland, OR (booknews.com)

About the Author

Swedish-born Thomas Gad invented the 4-D Branding model and has more than 20 years' experience in advertising; as a copywriter, creative director, and brand strategist. Before starting his own business, he worked for Grey Advertising International with both national and international clients including Nokia ("Connecting People"), SAS, Procter & Gamble, Compaq, Microsoft, Telia and Merita-Nordbanken.

Thomas Gad founded Futurbrands, a business based in Stockholm that has now merged with Conradi Hvid to become Differ. The method he invented for creating, transforming and maintaining brands is unique and is now much in demand from network economy enterprises. Differ's clients include many of Europe's best-known companies, such as SEB, Ericsson, BMC Software, Datatec Logical, Vattenfall-SwedPower M�tse-Serla. Differ also advises a number of incubator and dot.com start-ups. The company opened a London office in early 2000.

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