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Challenging the big brands : how new brands win market share / Judith Evans, Cheryl Dangel Cullen.

By: Contributor(s): Material type: TextTextPublication details: Gloucester, Mass. : Rockport Publishers, 2004.Description: 176 p. : ill. (some col.) ; 28 cmISBN:
  • 1592530931 (pbk.) :
Subject(s): DDC classification:
  • 658.827 EVA
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan LSAD Library Main Collection 658.827 EVA (Browse shelf(Opens below)) 1 Available 39002000363755

Enhanced descriptions from Syndetics:

Today we know Gateway, Federal Express and Virgin Atlantic Airline as market leaders, but once upon a time they were challenger brands. Scores of books explore the business side of world-class branding, but until now, no book has addressed the critical role that graphic design strategy plays in successfully launching new brands into the marketplace. Challenging the Big Brands offers brand creators, graphic designers and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with dozens of successful graphic design strategies, this in-depth exploration shows the finished pieces that distinguished the campaign from those of their competitors. Each case study includes insights - both from the client company and the design firm - on the creative processes behind the projects and the brilliant moves that helped catapult them to the top. Distilling valuable lessons from international brand success stories, this visual guide is a must for anyone involved in launching new brands into a competitive market.

Reprint. Originally published: Gloucester, Mass. : Rockport Publishers, c2003.

Table of contents provided by Syndetics

  • Introduction (p. 8)
  • FedEx (p. 10)
  • Adidas (p. 16)
  • Sidebar: Hush Puppies (p. 22)
  • Sarabanda (p. 26)
  • JetBlue (p. 32)
  • Virgin Atlantic Airways (p. 38)
  • Avis (p. 44)
  • Gateway (p. 50)
  • Sidebar: Seat (p. 56)
  • Egg (p. 60)
  • Handspring (p. 66)
  • Sony PlayStation 2 (p. 72)
  • Best Buy (p. 80)
  • KitchenAid (p. 86)
  • Seven Network (p. 92)
  • M1 (p. 98)
  • Sidebar: VH1 (p. 104)
  • Simply Music (p. 108)
  • The "Burn" Collective (p. 114)
  • SoBe (p. 120)
  • Sidebar: Osborne (p. 126)
  • Krispy Kreme (p. 132)
  • Britart.com (p. 138)
  • Sidebar: Christie's (p. 144)
  • Big Yellow (p. 150)
  • Priceline.com (p. 156)
  • Ameritrade (p. 162)
  • First direct (p. 170)
  • About the authors (p. 176)

Author notes provided by Syndetics

Judith Evans is a business reporter for the Washington Post and has been a reporter for several newspapers, including New York Newsday, since 1985
Cheryl Dangel Cullen is a writer and public relations consultant specializing in the graphic arts industry

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