How to Launch a Brand (2nd Edition): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity

How to Launch a Brand (2nd Edition): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity

by Fabian Geyrhalter


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Product Details

ISBN-13: 9780989646130
Publisher: Geyrhalter Design Inc
Publication date: 06/19/2016
Pages: 122
Sales rank: 592,926
Product dimensions: 5.50(w) x 8.50(h) x 0.32(d)

About the Author

Fabian Geyrhalter is the Founder and Principal of FINIEN.

Geyrhalter has been published internationally by the likes of The Washington Post, Graphis and Communication Arts. He has written about branding for publications including Mashable and Entrepreneur and is a columnist for Inc. An active jury member of the Academy of Interactive & Visual Arts and winner of numerous design awards, including 23 American Graphic Design Awards, Geyrhalter is often invited to judge international design competitions. He served as an adjunct professor at USC and Art Center College of Design and is an Advisory Board Member of the Santa Monica College. Geyrhalter is a frequent speaker and mentor to entrepreneurs worldwide, a "Global 100" mentor at the Founder Institute and author of the #1 best selling book "How to Launch a Brand." He is further serving as consulting Executive Creative Strategist at Urban Insight, a leading technology consulting firm, managing the intersection of brand vision and creative digital strategy.

At the age of 21, he became Creative Director at Insyght, developing corporate identity and collateral projects for pharmaceutical industry giants like Pfizer and Lilly. He later served as Creative Lead at Genex, an Adweek Top 50 Interactive Agency, overseeing the emerging online media account for the luxury automotive brand Acura.

For 12 years he has been running the highly successful branding and graphic design agency Geyrhalter & Co, working for clients such as The Bill & Melinda Gates Foundation, Goodwill, Brandman University, W Hotels, CO-OP Financial Services, USC, Evolution Juice, The City Of Los Angeles and John Varvatos.

Geyrhalter was born in Vienna, Austria and is a graduate of Art Center College of Design.

Table of Contents

The Brand Development Process, Resources for Getting Prepped / Brand Platform: Defining a Brand's Positioning, Brand Identity Associations, Point(s) of Difference and Brand Value, The Importance of Connecting with Your Audience, Understanding (and Besting) the Competition, Constructing a Philosophy, Developing your Brand's Personality, Deriving and Embodying your Brand's Core Values, Establishing your Brand Architecture, Brand Platform Takeaways & Insights / Naming: Characteristics of a Great Name, Types of Brand Names, Selecting the Final Name, Choosing a Domain, Trademarks, Naming Takeaways & Insights / Identity Design: Forms of Identity Design, Seven Components to Look for in a Great Identity Design, Leveraging the Three Core Components of your Brand Identity to Enhance Messaging, Trademarking Your Brand Identity Mark, Identity Design Takeaways & Insights / Brand Atmosphere Touch Points: Significance of Color, Significance of Typography, Photography Considerations, The Art of Crafting a Brand Voice, The Power of Social Media Branding, Envisioning the Brand Environment, Traditional and Essential Collateral, Brand Atmosphere Takeaways & Insights

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