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Today we know Gateway, Federal Express, and Virgin Atlantic Airline as market leaders, but once upon a time, they were ?challenger brands.? Scores of books explore the business side of world-class branding, but until now, no book has addressed the critical role that graphic design strategy plays in successfully launching new brands into the marketplace. Challenging the Big Brands offers brand creators, graphic designers, and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with dozens of successful graphic design strategies, this in-depth exploration shows the finished pieces that distinguished the campaign from those of their competitors. Each case study includes insights?both from the client company and the design firm?on the creative processes behind the projects and the brilliant moves that helped catapult them to the top. Distilling valuable lessons from international brand success stories, this visual guide is a must for anyone involved in launching new brands into a competitive market.
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Judith Evans is a business reporter for the Washington Post and has been a reporter for several newspapers, including New York Newsday, since 1985. She lives in Washington, D.C. Cheryl Dangel Cullen is the president of Cullen Communications, Inc., a marketing firm. She also freelances for several major graphic design and marketing magazines including Digital Graphics, Digital Printing Solutions, Print Solutions, Big Idea and Selling Power. Her books include Then Is Now and Promotion Design That Works. She lives outside of Chicago, Illinois.
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Book Description Rockport Publishers, 2004. Paperback. Condition: New. BRAND NEW COPY, Perfect Shape, No Black Remainder Mark, 387-109Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. Seller Inventory # 0901200108
Book Description Rockport Publishers, 2004. Paperback. Condition: New. Seller Inventory # DADAX1592530931
Book Description Rockport Pub, 2004. Condition: New. book. Seller Inventory # M1592530931
Book Description Rockport Publishers Inc 2004, 2004. Condition: New. New paperback. Slight crease to rear cover but content fine and unread. Seller Inventory # A50686