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

Front Cover
Rockport Publishers, 2003 - Business & Economics - 176 pages
Today we perceive companies such as Gateway, Federal Express and Virgin Atlantic Airlines as market leaders, but once upon a time they were challenger brands. This study explores the critical role that graphic design strategy plays in successfully lanunching new brands into the marketplace. Illustrated throughout, this book guides readers through dozens of successful design strategies and shows the finished pieces that distinguished the campaign. Each case study includes insights from both the client company and the design firm on the creative processes behind the projects and the brilliant moves that helped catapult them to the top.

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About the author (2003)

Judith Evans is a business reporter for the Washington Post.

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