Myths of Branding: A Brand is Just a Logo, and Other Popular Misconceptions (Business Myths) - Hardcover

Bailey, Simon; Milligan, Andy

Hardcover

ISBN 10: 0749497718 ISBN 13: 9780749497712

Publisher: Kogan Page, 2019

Synopsis

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...

Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth.

Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.

About this title

Book Description

Explores the most pervasive and entertaining myths about the world of branding, including 'a good brand can save a bad business'; 'brands don't matter in every business'; and 'branding is all about visual identity', debunking them with up-to-date research and evidence Includes fascinating examples from the world's leading brands and foremost branding agencies Features in the topical and successful Myths Of series, debunking the most popular myths and misconceptions in the business landscape

About the Author

Andy Milligan is a leading international branding consultant. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and comments regularly in the media on brand issues. He is the co-author of On Purpose and Bold.

Simon Bailey is an experienced business leader and brand specialist who advises CEOs on using their brand to drive business growth. He was formerly European CEO of Interbrand and UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

About this edition

• Publisher: Kogan Page
• Publication date: 2019
• ISBN 10: 0749497718
• ISBN 13: 9780749497712
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256