A brand is just a logo - everyone knows that, don't they? After all,
it's not as though a good brand can save a bad business, and besides,
the digital revolution is making branding irrelevant...
Myths of Branding, written by renowned branding experts Andy
Milligan and Simon Bailey, explores the huge number of misguided,
mistaken and blatantly false myths that abound in the branding arena.
From the belief that developing brands is nothing more than fiddling
with logos, to the perception that it's a 'soft' area of marketing that
doesn't go beyond visual identity - these myths are all surprisingly
entrenched, yet could not be further from the truth.
Myths of Branding takes the most up-to-date research and evidence
to debunk these popular misconceptions, and replaces them with the
reality of what it's really like to work in the world of branding.
Jam-packed with entertaining anecdotes and useful information that
practitioners can learn from, it guarantees a deeper, sharper
understanding of the realities of branding and brand management.