Basics Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team. Brand Basics 2 Brand 4 Branding 6 Brand identity 8 Brand strategy 10 Why invest 12 Stakeholders 14 Organizational culture 16 Brand experience 18 Brand architecture 20 Visual identity 22 Messaging and voice 24 Brand governance Brand ideals 26 Overview 28 Vision 30 Meaning 32 Authenticity 34 Coherence 36 Flexibility 38 Commitment 40 Value 42 Differentiation 44 Longevity Brand Elements 46 Names 48 Brandmarks 50 Wordmarks 52 Letterform marks 54 Pictorial marks 56 Abstract marks 58 Emblems 60 Dynamic marks 62 Taglines 64 Characters Brand dynamics 66 Overview 68 Social justice 70 Sustainability 72 Global and local 74 Artificial intelligence 76 Big data analytics 78 Social media 80 Digital interfaces 82 Mobile apps 84 Evidence-based marketing 86 Private labeling 88 Brand licensing 90 Certification 92 Crisis communications 94 Personal branding Before and after 96 Overview 98 Brandmark redesign 102 Packaging redesign 104 Renaming Process Part 2 presents a universal process regardless of the project''s scope and nature. This section answers the question "Why does it take so long?" Process basics 108 Overview 110 Managing the process 112 Brand initiatives 114 Measuring success 116 Collaboration 118 Decision making 120 Intellectual property 122 Design management Phase 1 Conducting research 124 Overview 126 Defining the problem 128 Market research 130 Usability testing 132 Marketing audit 134 Competitive audit 136 Verbal audit 138 Findings report Phase 2 Clarifying strategy 140 Overview 142 Narrowing the focus 144 Positioning 146 Brand brief 148 Naming Phase 3 Designing identity 150 Overview 152 Identity system design 154 Look and feel 156 Color 158 Typography 160 Iconography 162 Sound 164 Other senses 166 Trial applications 168 Presentation Phase 4 Creating touchpoints 170 Overview 172 Content strategy 174 Website 176 Collateral 178 Stationery 180 Product design 182 Packaging 184 Advertising 186 Branded environments 188 Signage and wayfinding 190 Vehicles 192 Uniforms 194 Ephemera Phase 5 Managing assets 196 Overview 198 Changing brand assets 200 Launching 202 Building brand champions 204 Online brand centers 206 Guidelines 208 Guidelines content 210 Brand books Best Practices Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions. Case studies 214 AC Milan 216 Adventr 218 Airbnb China 220 Algramo 222 Batiste 224 Better Place Forests 226 Bcg X 228 Campbell 230 Chobani 232 City of Vienna 234 Deloitte 236 DonorsChoose 238 DuPont 240 Eames Institute 242 Eat Curious 244 82nd Street Partnership 246 Filthy 248 Folx 250 Fremtind 252 Gentari 254 Gsk 256 Helen of Troy 258 High Street Market & Deli 260 Hootsuite 262 Hopscotch 264 Human Rights First 266 Italicus 268 Jodrell Bank 270 KatKin 272 Kia 274 Lavish Pizza 276 Lego 278 Longfu 280 Lucid Motors 282 Lumanity 284 The Mellon Foundation 286 Oli! 288 oLiv 290 OneTen 292 Pan-Afrikan Design Institute 294 Papier 296 Perth Airport 298 Petbarn 300 Piedmont Art Walk 302 Saga 304 Salehiya 306 Santa Barbara Botanic Garden 308 Sense 310 Spotify 312 Sun Day Carwash 314 US Open 316 Viva.