Bernd Kreutz Art Of Branding, The

ISBN 13: 9783775791571

Art Of Branding, The

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9783775791571: Art Of Branding, The
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As advertising genius Bernd Kreutz tells us, when Picasso first launched his marketing campaign to establish himself as a brand, "marketing" as we know it did not exist. Yet he recognized its potentials, and, by systematically exploiting his own talents, made a billionaire out of a poor painter--and made himself immortal. The Art of Branding traces the proto-typical career of Pablo Picasso as an exemplary illustration of the art of branding, the phenomena that has engaged the minds of corporate management more than any other. Marketing literature is full of theories and recommendations on such topics as brand potential, brand management, brand value, and brand mythology. Yet few publications address the crucial question of how brands are made. In marketing as in art, the art is not in talking about it but in making it. Picasso shows us how it can be done.

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About the Author:

Bernd Kreutz, born in 1950, is a communications consultant and advisor to top executives in major corporations and institutions. The Dusseldorf expert has received numerous awards for his work, including Corporate Design Awards, Effiesi for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the 'Yello Power' brand was developed, one of the most successful launches in the history of German marketing. Germany's leading news magazine, Der Spiegel, calls him an "advertising genius".

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Kreutz, Bernd
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Kreutz, Bernd
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