Books > Business & Economics > Business & management > Sales & marketing
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Signs of Life - Why Brands Matter (Hardcover)
Loot Price: R588
Discovery Miles 5 880
You Save: R171
(23%)
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Signs of Life - Why Brands Matter (Hardcover)
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List price R759
Loot Price R588
Discovery Miles 5 880
You Save R171 (23%)
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Nietzsche said all of life is a question of taste. And he was
right. But nowadays all of life is also a question of branding. A
brand is not something concocted by graphic designers and marketing
consultants: it is "the intangible aspects of an intangible thing",
as Massimo Vignelli (who re-branded the New York subway) explained.
Brand values are the expectations and associations that all
successful (and, indeed, unsuccessful) products and services
possess. And now they are under threat from Health & Safety.
Ugly, generic packaging for cigarettes will soon be mandatory. Bans
on attractive presentation for sugar, alcohol and cars will
logically follow. Simultaneously, brands are vulnerable as
conventional advertising becomes redundant and younger affluent
consumers suffer from consumer fatigue. With Signs of Life Stephen
Bayley makes the case that far from being pernicious, manipulative
voodoo, brands and branding should be regarded as the contemporary
equivalent of folk-art.
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