Inclusive Branding: The Why and How of a Holistic Approach to Brands

by Klaus Schmidt, Chris Ludlow

02 Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organizations in a variety of industries show the practical necessity of holistic brand thinking, and its results.Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organizations in a variety of industries show the practical necessity of holistic brand thinking, and its results.

210 pages, Hardcover

First published October 22, 2002

About the author

Klaus Schmidt was a German archaeologist and pre-historian who led the excavations at Göbekli Tepe from 1996 to 2014. Klaus Schmidt studied pre- and protohistory, as well as classical archaeology and geology at the universities of Erlangen and Heidelberg.