Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development

by Scott Lerman

You'll love Building Better Brands You need guidance on executing a smart branding program You are ready to learn from an expert like Scott Lerman who has worked with companies like 3M, HarleyDavidson, American Express, Caterpillar and more You are a brand consultant striving to sharpen and extend your skills Building Better Brands is a focused, comprehensive, and practical guide to building brands. It makes sophisticated branding development techniques accessible and actionable. It is cogent, approachable, and well designed. It is the essential book for individuals and organizations that want to build great brands. Unlike other branding books written by senior branding consultants, Building Better Brands is not a collection of case studies, an advertisement for a consulting firm, or a glorified glossary of branding terms. It is not a oneliner about simplicity or brandemotion expanded into a book. Author Scott Lerman distills what he's learned from decades in the business into understandable and actionable frameworks for developing and redefining a brand. The book includes many of the lessons he teaches at the Masters branding program he teaches at The School of Visual Arts. It is a practical stepbystep guide for how to change everything. Here's what others are How I wish this book had been read by my clients before they rushed into a branding project. It is an excellently written and carefully built book, taking you through all aspects of developing and defining brands and branding programs. I highly recommend this book to any client, strategist, branding consultant, fellow designer, or anyone involved in changing everything and building better brands. Steff Geissbuhler, owner, Design Scott Lerman's brilliant new book provides a robust examination of how, why and when branding is necessary and how to create or redesign brands in a vibrant, compelling and authentic way. It is a mustread for anyone and everyone who

Genres: Design, Ebooks, Business, Nonfiction

200 pages, Hardcover

First published October 17, 2013

Reviews

[Nathan Henrique]

Before anything: it's not a book about building a Logo, it's about building a Brand - it's important to state this because a lot of designers say they do Branding when they actually only do Logos or Corporate Identities.

Lerman's approach does a good job on translating a branding project goals into actionable steps; which flow smoothly and logically from phase to phase.

The methodology described consists of 6 phases - Discovery, Character, Arena, Positioning, Experience and Identity - and the detailed steps on how to accomplish each of those - many of those steps being workshops.

Expect a tactical guidebook.
Really good to be around during the whole branding proccess - from planning to delivering - but if you're really into branding, there's a whole world of theory (and practice) to be learned on every step before you can call yourself a brand consultant/strategist.

The not-so-good things:
> Some interviews consisting more of self promotion than anything useful (it was expected though - just skip the Champions chapter)
> If you're already somehow experienced, reading the description of all of those steps you already know may be tiresome.

In the end, just expect what you would expect from a comprehensive and short book - good as an overview and as a starting point, can be read on a single evening.

[Emerald]

This is the second book I’ve read ever since i started my career as a brand designer, I’ll make it short … it’s a very good read .

[Chris]

Good workshops that really help you build a brand. Some parts are confusing, which is why I gave it 4 stars and not 5.