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Universal Principles of Branding Mark Kingsley

Universal Principles of Branding By Mark Kingsley

Universal Principles of Branding by Mark Kingsley

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Summary

Universal Principles of Branding is a concise, visual introduction to 100 of the most fundamental elements of branding.

Universal Principles of Branding Summary

Universal Principles of Branding: 100 Key Concepts for Defining, Building, and Delivering Brands: Volume 6 by Mark Kingsley

Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for defining, building, and delivering brands today.

Richly illustrated and easy to navigate, this comprehensive reference pairs clear explanations of each principle with visual examples of it applied in practice. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.

Featured principles are as diverse as:

  • Authenticity
  • Social Responsibility
  • World Building
  • Gatekeepers
  • Rituals and routine


Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.

The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.

About Mark Kingsley

Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. He is a faculty member in the School of Visual Arts Masters in Branding program and currently holds the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, and Quincy Jones. His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners.

Table of Contents

  1. Abstraction
  2. Anthropology / Ethnography
  3. Association
  4. Authenticity
  5. Bandits and robots
  6. Beauty, not beautification
  7. The Big Five
  8. Black box or scientific method
  9. Blurring
  10. Body of work
  11. Brand architecture
  12. Brands are a technology
  13. Branded Unconscious
  14. Campaigns
  15. Case studies
  16. Celebrities
  17. Character
  18. Comfort
  19. Commit to the bit
  20. Conflict
  21. Context
  22. Crafty creativity
  23. Customer journey
  24. Delivery
  25. Difference and Differance
  26. Digital to social strategist
  27. Disaggregated data
  28. Do no harm
  29. Don't fear the audit
  30. Ecosystem
  31. Engagement
  32. Environment/Anti-environment
  33. Erotics of brands
  34. Everybody lives in a body
  35. Everyone works in branding
  36. Flexing
  37. Frameworks
  38. Framing
  39. Gathering (and dividing)
  40. Generosity (and humility)
  41. Go outside your lane
  42. Haptics
  43. Hearing voices
  44. History and genealogy
  45. Heterogeneity
  46. How you say it
  47. Identity
  48. Influencers are a racket
  49. Intimacy
  50. Jargon (and fear)
  51. Jungian-ish archetypes
  52. Kill the Human
  53. Let's put on a show
  54. Magic and superstition
  55. Management
  56. The Master Narrative Problem
  57. Mystery is sexy
  58. Naming is knowing
  59. No such place as away
  60. Nostalgia
  61. Observation
  62. One ______ fallacy
  63. Out of Home, but in the Mind
  64. Parody is a sign of success
  65. Party people
  66. Permission
  67. Playtime
  68. Politics
  69. Professionalism second
  70. Relationships
  71. Render unto Caesar
  72. Repair and age
  73. Repetition and syncopation
  74. Retinal / non-retinal
  75. Rituals and routine
  76. Scoping
  77. Semantic infiltration
  78. Signals
  79. Skepticism
  80. Social Responsibility
  81. Standards
  82. Strategy
  83. Tag, you're it
  84. Take me home
  85. Talk to the gatekeepers
  86. Taste the rainbow
  87. Tension
  88. Thinking over wisdom
  89. Time
  90. Touchpoints
  91. Values
  92. Valuation
  93. Viruses and variants
  94. War Language
  95. Weakest link
  96. What if your logo was a drum pattern?
  97. What is the product?
  98. World-building
  99. You are not a brand
  100. Zany, cute and informative

Additional information

NGR9780760378205
9780760378205
0760378207
Universal Principles of Branding: 100 Key Concepts for Defining, Building, and Delivering Brands: Volume 6 by Mark Kingsley
Mark Kingsley
Rockport Universal
New
Hardback
Quarto Publishing Group USA Inc
2023-11-09
216
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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