The Big Picture
Here is a list of some of the things I have been reading lately:
Measuring the Future Brand Effect of Graphic Design by Gert Kootstra and Jos Vink; The Best Strategy is the Right Strategy by Sohrab Vossoughi; Visual Thinking: A Leadership Strategy by Mark Dziersk; Brand Driven Innovation by Erik Roscam Abbing and Christa van Gessel; Creating Smart Designing Questions by Richard Kielbon and Gerald Nadler; How to Make Sure a Brand Behaves Itself by Mark Churchman and Thomas Marzano.
These articles were published in DMI Review, some a couple of years ago, (I am re-reading them)…..Now, why do I tell you this? The material is solid and forward-thinking and if you are interested, I encourage you to read this material….if not, no worries, it’s fascinating to me, so I enjoy reading it and passing the benefits on to you!Today, more than ever before, business who are interested in growing or at least staying afloat need to make an effort to create a brand. Because if they don’t, one will be created for them…..and they may not like it. Let’s define what we mean by Brand here. A logo is not a brand….and a brand is not a logo. They are not interchangeable. A logo is simply a PART of the brand. Like your skin is part of your body. Skin is a nice, neat, easy to look at package that covers some pretty complicated stuff underneath. A logo can do that too. But this post is not about logos….it’s about brands….and brands are all about The Big Picture.
Over the years I have used a process of designing branding materials which I want to share with you. Please visit MY Design page to read about the process. (I promise it’s short!)
