4-D Branding: Cracking the Corporate Code of the Network Economy

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Financial Times Prentice Hall, 2001 - Business & Economics - 183 pages
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The author explains a four-dimensional model for understanding brand strengths and weaknesses. It can just as easily be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique 'brand code' or 'mindspace': 1. The functional dimension, 2. The social dimension, 3. The mental dimension, and 4. The spiritual dimension. Company cases all through the book.

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About the author (2001)

Swedish-born Thomas Gad invented the 4-D Branding model and has more
than 20 years of experience in advertising; as a copywriter, creative director, and brand strategist. Before starting his own business, he worked for Grey Advertising International with both national and international clients including Nokia ("Connecting People"), Scandinavian Airlines, Procter & Gamble, Compaq, Microsoft, Telia, SEB and Nordea.

Thomas founded Futurebrands, a business based in Stockholm that merged with Conradi Hvid to become Differ.

The company opened a London office in early 2000.

In 2001 he started a new international consultancy, MarcomHouse.

Thomas Gad has two children and in his leisure time he flies his own seaplane, also enjoying hunting, skiing, and creative writing.

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