Overview

Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for defining, building, and delivering brands today.Richly illustrated and easy to navigate, this comprehensive reference pairs clear explanations of each principle with visual examples of it applied in practice. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.Featured principles are as diverse as: Authenticity Social Responsibility World Building Gatekeepers Rituals and routine Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle. The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.

Full Product Details

Author:   Mark Kingsley
Publisher:   Quarto Publishing Group USA Inc
Imprint:   Rockport Publishers Inc.
Weight:   1.048kg
ISBN:  

9780760378205

ISBN 10:   0760378207
Pages:   216
Publication Date:   09 November 2023
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Abstraction Anthropology / Ethnography Association Authenticity Bandits and robots Beauty, not beautification The Big Five Black box or scientific method Blurring Body of work Brand architecture Brands are a technology Branded Unconscious Campaigns Case studies Celebrities Character Comfort Commit to the bit Conflict Context Crafty creativity Customer journey Delivery Difference and Differance Digital to social strategist Disaggregated data Do no harm Dont fear the audit Ecosystem Engagement Environment/Anti-environment Erotics of brands Everybody lives in a body Everyone works in branding Flexing Frameworks Framing Gathering (and dividing) Generosity (and humility) Go outside your lane Haptics Hearing voices History and genealogy Heterogeneity How you say it Identity Influencers are a racket Intimacy Jargon (and fear) Jungian-ish archetypes Kill the Human Let's put on a show Magic and superstition Management The Master Narrative Problem Mystery is sexy Naming is knowing No such place as away Nostalgia Observation One ______ fallacy Out of Home, but in the Mind Parody is a sign of success Party people Permission Playtime Politics Professionalism second Relationships Render unto Caesar Repair and age Repetition and syncopation Retinal / non-retinal Rituals and routine Scoping Semantic infiltration Signals Skepticism Social Responsibility Standards Strategy Tag, youre it Take me home Talk to the gatekeepers Taste the rainbow Tension Thinking over wisdom Time Touchpoints Values Valuation Viruses and variants War Language Weakest link What if your logo was a drum pattern? What is the product? World-building You are not a brand Zany, cute and informative

Reviews

Mark Kingsley approaches branding with exactly the right balance of wisdom, skepticism, and humor, giving it exactly the kind of tough love the subject so richly deserves.--Michael Bierut; Partner at Pentagram, critic at the Yale School of Art, lecturer at the Yale School of Management In Universal Principles of Branding, author Mark Kingsley deftly deconstructs the discipline of branding with intelligence, candor and a much-needed, remarkably original voice. In doing so, Kingsley has accomplished the impossible: he has created a book that finally--at long last--provides a confident, crystal clear, no-holes barred overview of what it really takes to create, define, build and deliver a brand.--Debbie Millman, host of Design Matters and Chair of the Masters in Branding program at the School of Visual Arts Quoting a slew of unusual suspects through a myriad of lenses, Kingsley dismantles and reframes the basic tenets of branding to promote a more robust, critical, and introspective understanding of it. With so many step-by-step books on branding, this book offers a unique point of view that places it as an intrinsic aspect of human behavior.--Armin Vit, Co-Founder of UnderConsideration and Editor of Brand New

In Universal Principles of Branding, author Mark Kingsley deftly deconstructs the discipline of branding with intelligence, candor and a much-needed, remarkably original voice. In doing so, Kingsley has accomplished the impossible: he has created a book that finally--at long last--provides a confident, crystal clear, no-holes barred overview of what it really takes to create, define, build and deliver a brand.--Debbie Millman, host of Design Matters and Chair of the Masters in Branding program at the School of Visual Arts Quoting a slew of unusual suspects through a myriad of lenses, Kingsley dismantles and reframes the basic tenets of branding to promote a more robust, critical, and introspective understanding of it. With so many step-by-step books on branding, this book offers a unique point of view that places it as an intrinsic aspect of human behavior.--Armin Vit, Co-Founder of UnderConsideration and Editor of Brand New

Author Information

Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. He is a faculty member in the School of Visual Arts Masters in Branding program and currently holds the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, and Quincy Jones. His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners.

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