Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It's harder than ever to be the brand of choice-in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth ed...