Brand Atlas
Branding Intelligence Made Visible
By: Alina Wheeler, Joel Katz
Published: March 29, 2011
Format: Hardcover, 144 pages
ISBN-10: 0470433426
ISBN-13: 978-0470433423
Publisher: John Wiley & Sons, Inc.
"Brands have become the global currency of success. Emerging markets, corporations, communities and individuals are leveraging their brands to gain a transcendent advantage in the marketplace", write branding dynamics professional Alina Wheeler, and information design expert Joel Katz, in their big picture overview and visionary book Brand Atlas: Branding Intelligence Made Visible. The authors provide a multi-faceted and multiple layered approach to navigating the overall brand landscape, through a radical remapping of the entire branding world.
Alina Wheeler (photo left) and Joel Katz present a graphic laden approach to the world of brands, with an eye to exploring the touch points of brands in relationship the market. In the fast paced and rapidly evolving global economy, brand managers are faced with ever more and difficult challenges. Because a brand is such a critical and valuable asset to any company, brands must be managed to achieve measurable and sustainable results.
The authors describe the the best processes, the right tools, and ways of thinking to maximize brand effectiveness in a very dynamic international marketplace. For the authors, brands are a global symbol of success, and it's essential for brand managers to position brands as irreplaceable, even in a market filled with alternative product choices.
Joel Katz (photo left) and Alina Wheeler recognize that global companies are leveraging their brands to create a competitive advantage in worldwide markets. The authors point out that a brand must be positioned to be irreplaceable for customers, whether the brand represents a product or service, as the myriad of alternatives are seeking that same brand transcendence.
The authors provide three overall objectives for the book and how they describe the global brand landscape:
* Brevity: Illustrating the brand essence as understandable for everyone
* Synthesis: Combining ideas from leading thinkers with observed market dynamics
* Clarity: Demystifying the concept of branding through simple but incisive ideas
The author divide their brand atlas into four major continents. Those divisions are as follows:
* Dynamics: Brand landscape
* Intelligence: Brand basics
* Drive: Brand management
* Details: Brand practices
For me, the power of the book is how Alina Wheeler and Joel Katz provide a very easy to follow and understand format for navigating the world of brands. The generous use of graphics offers strong visual illustration of the branding concepts presented by the authors. The book is divided into logical sections that share different aspects of the overall branding landscape. The authors bolster their insights into brands, and their global importance, with interviews and ideas from branding thought leaders around the world. The vary format of the book emphasizes the dynamism of branding and their critical importance for companies.
I highly recommend the concise and well presented book Brand Atlas: Branding Intelligence Made Visible by Alina Wheeler and Joel Katz, to anyone seeking an idea filled and profusely illustrated guide to the ever changing and evolving world of international brands. This book will guide the reader through the often complex and intricate brand concepts and processes in an easily digestible and readily understood format.
Read the well organized book and valuable guide book Brand Atlas: Branding Intelligence Made Visible by Alina Wheeler and Joel Katz, and discover the fascinating and often challenging world of international brands. This book will make understanding the global brand dynamics more approachable and lead to fresh conversations about brands and their overall global impact and importance.
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