{"product_id":"shaping-brands","title":"Shaping Brands","description":"\u003cp\u003e\u003cb\u003eNew Perspectives on the Role of Design in Achieving Brand Success\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eIn his book, award-winning designer Christoph Zielke explains the value of brands and the crucial role of brand design. He provides an evidence-based understanding of its methods, mechanisms, processes, and objectives. The book describes a shift in perspective: what determines the choice of a brand is usually not that it is associated with exclusive meanings, but that it can be effortlessly recalled, found, and bought at the right moment. \u003c\/p\u003e\u003cp\u003eBrand design makes an essential contribution to this. It ensures that people notice the brand, associate it with products and their benefits, remember it, and recognize it easily. In short, a brand's success depends largely on its presence in the minds of potential buyers and in the market - and this twofold presence is, to a great extent, a matter of design.\u003c\/p\u003e\u003cp\u003eBrand design is communication in passing. It is precisely this incidental quality that gives the medium its strength.\u003c\/p\u003e\u003cp\u003eDifferences in the effectiveness of design concepts depend less on their messages than on the way those messages are conveyed. Good design is not a mere add-on, but a prerequisite for brand success. At the heart of this book lies the power of form.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Niggli","offers":[{"title":"Default Title","offer_id":52584182448408,"sku":"9783721210576","price":39.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0693\/3649\/8456\/files\/imageloader_8d0e3f53-85fe-4455-8448-ff9b3cd62794.jpg?v=1787945841","url":"https:\/\/www.stopandreadbooks.com\/products\/shaping-brands","provider":"Stop \u0026 Read Books","version":"1.0","type":"link"}