Branding Interface Gespräche über Markenkommunikation von Morgen
Book
Over a period of about two-and-a-half years, Peter Martin and Daniel Karczinski worked on project about branding interface, interviewing people on the subject of brand communication of tomorrow. Using examples and models, the first part sets out the thinking of successful communication designers. The second part of the book discusses the requirements of brand management and reveals the kind of consultation services that leading companies need. The third section takes a look at the future of successful CI and branding strategies, bringing out the growing significance of interdisciplinary thinking. The brand audit presented in the book is an analysis and consultation tool. It is based on the experience that in many cases quality-oriented SMEs do not exploit their potential. The brand audit is a tool for identifying this potential.
