The Dictionary of Brand

by Marty Neumeier

The Dictionary of Brand is the first book to establish a "linguistic foundation" for brand builders—a basic toolkit of 221 terms that allow specialists from different disciplines to work together in a larger community of practice. Although the terms are widely used by brand specialists, most have yet to appear in other dictionaries or glossaries. Marty Neumeier, design guru and author of The Brand Gap, assembled an advisory board of ten experts from the fields of brand strategy, research, advertising, product design, identity design, web design, and corporate brand management to help define the terms. The Willoughby Design Group contributed illustrations and an attractive page layout that make this book a delight to use. This is the perfect book to get your whole team on the same page, or to simply keep on your shelf as a handy reference tool.

Genres: Business, Design

128 pages, Paperback

First published October 1, 2004

About the author

Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. He and his wife divide their time between California and southwest France.

Reviews

[Fanoon Janahi · Rating 1 out of 5]

I didn't like it much cause it didn't give many examples and this could've made me memorize and understand the words more!
read only 69 pages

[Aaron Kent · Rating 4 out of 5]

I thought this was good, but it lacks examples and a proper bibliography. Still, all in all, its a nice primer to acquaint yourself with a decent range of branding terminology.