Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers
“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)
Get tactical insight from the top business-to-business branding experts—and gain a global presence
This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.
This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services.
- Features essential up-to-date strategies for keeping your brand fresh and enduring
- Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more
- Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands
- Incorporates best practices for emerging markets
With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
Section 1 Defining it
What is branding? 2
What is brand identity? 6
B2C versus B2B branding 10
The "brandscape" 14
Brand strategy 16
Brand architecture 20
Brand purpose 24
Brand positioning 26
Brand experience 30
Brand engagement 34
Brand measurement 38
Section 2 Building it
Tone of voice 52
Information graphics 80
Section 3 Using it
Business materials 90
Magazines and newspapers 102
Reviews and reports 106
One-time materials 118
Electronic communications 132
Mobile apps 140
Social media 146
Office environments 154
Events and exhibitions 164
Section 4 Defending it
From alliance to compliance
Brand asset management 174
Brand compliance 178
Brand champions 182
Designers and networks 186
Rollout strategies 190
Workshops and education 194
Evolving the system 200
Image Credits 204
About the authors 206
CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries.
John Wiley and Sons, Inc., today announced the publication of Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers (Wiley, 978-1-118-45747-4, March 2013, US $49.95). Written by global brand managers at Deloitte Touche Tohmatsu Limited, Carlos Martinez Onaindia and Brian Resnick share a seamless framework for global brand success, created and followed by an organization renowned for its leading edge consulting and advisory services. With guidance that takes readers on a clear, linear path toward achieving their brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
Beautifully designed and filled with illustrations and examples, this comprehensive manual lays out the necessary steps for creating an iconic global identity, the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. It uses the lessons of Deloitte to help other business-to-business operations deliver a high-impact, value-added brand experience.
Inside, readers will learn:
- Essential up-to-date strategies for keeping a brand fresh and enduring
- The role played by designers, the marketing and communication function, human resources and talent teams, agencies and vendors, and more
- The impact of digital and social media, two massive forces requiring new thinking for B2B brands
- How to incorporate best practices for emerging markets
As the profile of branding has elevated, so has the influence and responsibility of corporate brand managers, marketers and communicators. This book arms anyone that takes a role in shaping a company's brand with a strong understanding and plan on how to deliver results. Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers is now available for purchase online and at retailers nationwide in both print and all e-book formats. For a list of retailers: visit www.wiley.com.
About the Authors
Carlos Martinez Onaindia (Madrid, Spain) is a Senior Manager and Brian Resnick (New York, NY) is an Associate Director in the Global Brand teamat Deloitte Touche Tohmatsu Limited. Carlos and Brian are senior leaders in the global brand and visual identity group of Deloitte, the leading professional services network globally.
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/aboutfor a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence.
Designing B2B Brands
Lessons from Deloitte and 195,000 Brand Managers
Published by John Wiley & Sons, Inc.
Publication date: March 2013
$49.95; Hardcover; ISBN: 978-1-118-45747-4