Alina Wheeler

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 edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections―brand fundamentals, process basics, and case studies―this revised edition Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Praise for previous editions of Designing Brand An inspiring and powerful toolkit. The Marketer Alina Wheeler provides a practical structure for the brand building process. Al Ries, coauthor, Positioning Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies. Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. Communication Arts

Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning. --The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals.Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference:Speaks to a broad range of stakeholders in the branding process--from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.

Praise for previous editions of Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011) An inspiring and powerful toolkit. --The Marketer Alina Wheeler provides a practical structure for the brand building process. --Al Ries, coauthor, Positioning Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies. --Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. --Communication Arts

Praise for previous editions of Designing Brand An inspiring and powerful toolkit. The Marketer Alina Wheeler provides a practical structure for the brand building process. Al Ries, coauthor, Positioning Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies. Marty Neumeier, author, The Brand Gap A valued reference book for all members of the branding team. Communication Arts

Que vous soyez chef de projet en charge de refondre la marque de votre société, enseignant ou formateur devant transmettre les fondamentaux de la marque à vos apprenants, L'Identité de marque est un ouvrage incontournable. De la recherche à la définition de la stratégie de marque, en passant par la conception du design, jusqu’au lancement de la marque et à la gestion de son capital, L’Identité de marque est un recueil d’outils essentiels au succès d’une marque et de best practices sources d’inspiration.Trois les fondamentaux, le processus et les best practices (études de cas).• Plus de 100 thèmes traités en lien avec la marque, enrichis de checklists, d’outils et de schémas.• 50 études de cas analysé objectifs suivis, processus et stratégie adoptés, solution créative choisie et résultats obtenus.• Plus de 700 visuels illustrant les points de contact des marques.• Plus de 400 citations provenant d’experts de la marque, de directeurs généraux et de gourous du design.L’Identité de marque est un ouvrage complet, pragmatique et facile d’accès pour tous les créateurs de marques – qu’elles soient globales ou locales. C’est une référence indispensable pour mettre en place un système de branding dans sa totalité.Carlos Martinez OnaindiaResponsable Studio créatif mondial - DeloitteLe livre d’Alina Wheeler a aidé un grand nombre d'individus confrontés au défi de taille que représente la définition d’une marque.Andrew CecconDirecteur général, Marketing - FS InvestmentsAlina Wheeler explique mieux que personne ce qu’est la création d'une identité de marque et comment cela fonctionne. Ce n’est pas pour rien que cette référence en la matière en est à sa 5e édition.Paula ScherAssociée -PentagramSi le branding était une religion, Alina Wheeler en serait sa déesse, et L’Identité de marque sa bible.Olka KazmierczakFondatrice - Pop Up GrupaL’Identité de marque fut le premier livre qui m’ait appris comment on construit une marque. Ces dix dernières années, il fut mon fil directeur, m’aidant à m’appuyer sur le design pour influencer les clients, la culture et le business.Alex CenterDirecteur du design - The Coca-Cola CompanyCette 5e édition de L’Identité de marque est le Saint Graal. Cet ouvrage est le cadeau professionnel dont vous avez toujours rêvé.Jennifer FrancisDirectrice Marketing, Communication et Expérience client - Louvre Abu Dhabi