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Challenging the Big Brands: How New Brands Win Market Share with Innovative Design (Graphic Design)
Judith Evans
Hardcover. Rockport Publishers 2003-03.
ISBN 9781564969057
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Publisher description
Today we know Gateway, Federal Express and Virgin Atlantic Airline as
market leaders, but once upon a time they were "challenger brands." Scores of
books explore the business side of world-class branding, but until now, no book
has addressed the critical role that graphic design strategy plays in
successfully launching new brands into the marketplace. Challenging the Big
Brands offers brand creators, graphic designers and advertising executives an
inside look at the graphic design elements that have helped transform unknown
companies into household names. Illustrated throughout with dozens of
successful graphic design strategies, this in-depth exploration shows the
finished pieces that distinguished the campaign from those of their
competitors. Each case study includes insights - both from the client company
and the design firm - on the creative processes behind the projects and the
brilliant moves that helped catapult them to the top. Distilling valuable
lessons from international brand success stories, this visual guide is a must
for anyone involved in launching new brands into a competitive market. Today we perceive companies such as Gateway, Federal Express and Virgin
Atlantic Airlines as market leaders, but once upon a time they were "challenger
brands". This study explores the critical role that graphic design strategy
plays in successfully launching new brands into the marketplace.
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Challenging the Big Brands: How New Brands Win Market Share with Innovative Design
Book reviews » Challenging the Big Brands: How New Brands Win Market Share with Innovative Design (Graphic Design)
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