Challenging the Big Brands: How New Brands Win Market Share with Innovative Design

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Rockport Publishers, 2003 - Business & Economics - 176 pages
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Today we know companies such as Gateway, Federal Express, and Virgin Atlantic Airlines as market leaders, but once upon a time, they were "challenger brands." While scores of books explore the business side of world-class branding, untit now, no book as addressed the critical role that graphic design strategy plays in successfully layching launching new brands into the marketplace. Challenging the Big Brands offers brand creators, graphic designers, and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with arresting four-color images, this book walks readers through dozens of successful graphic design strategies and shows the finished pieces that distinguished the campaign. Each case study includes insights--both from the client company and the design firm--on the creative process behind the project and the brilliant moves that helped catapult them to the top. Distilling valuable lessons from international brand success stories, this visual guide is a must for anyone involved in lauching new brands into a competitive marketplace.

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About the author (2003)

Judith Evans is a business reporter for the Washington Post.

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