More Than A Name

Melissa Davis has over 20 years' experience in journalism, branding and corporate communications. She has worked with some of the world's biggest brands, including Apple, Shell and Microsoft, consulting on communication strategies, brand campaigns and sustainability. Melissa is based in London.

• Introduction1. Defining BrandingAnatomy of Consumer GoodsBrand HistoryDefining Branding Defining Effective BrandingWhy is Branding ImportantDigital Branding2. How Brands are MadeSwotting UpThe Vision ThingBrand FamiliesUnderstanding the ProcessBrand Creation ScenariosBudgets and PlanningBrand OriginatorsA Change in IdentityMixed Messages3. Brand AnatomyBrand RulesBrand NarrativeBrand ContextBrand StyleBrand ToneBrand EffectivenessBrand Naming4. Brand AudienceThe Pareto PrincipleProduct Lifecycle (PLC)Consumers and the PLCAudience ChallengeConsumer AttitudesCapturing DialogueAssessing Success and Analysis TechniquesBusiness BrandsInternal Brand Audiences5. Current Trends in BrandingRisk and RewardBranding in the Context of TrendsThe IndividualSimplicityLess BrandingMore FunBetter ServiceEasy TechnologyResponsible BrandsBranding CountriesOwn BrandsPersonal BrandingBranding within the Digital Realm6. Developing the Brand ExperienceThe Marketing MixCreating a Brand ExperienceRetail and Public SpacesExperiential BrandingProduct DesignProduct PackagingCo-BrandingAdvertisingAssociation with EventsBrands and New TechnologiesGlobal Brands7. Ways of WorkingBrand MethodologyWorking StructuresClient RelationshipAgenciesIn-House StructuresBrand TeamWhy Maintain the Brand?Brand Guidelines8. The FutureBrand EvolutionWhat Next for Brands?Human FactorGlobalizationBrand PurposeOnline-OnlyRole ModelThe Role of the Graphic Designer