“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Ge

This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring busi

In this pioneering guide, two business authorities introduce the new discipline of Service Design and reveal why trying new strategies for pleasing customers is

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies

How to choose a name and create a catchy mark After the business plan, the first step for any new company is choosing a name--a seemingly simple activity which