“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

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

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

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