The Art Of Branding

FORMAT: Paperback, 7.25 x 9.5 in. / 48 pgs / 51 color / 24 b&w.
LIST PRICE: U.S. $19.95
LIST PRICE: CANADA $25
ISBN: 9783775791571
PUBLISHER: Hatje Cantz
AVAILABLE: 2/2/2004
DISTRIBUTION: D.A.P.
RETAILER DISC: TRADE
PUBLISHING STATUS: Out of print
AVAILABILITY: Not available
TERRITORY: NA LA

D.A.P. CATALOG: SPRING 2004

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The Art Of Branding

Published by Hatje Cantz.
By Bernd Kreutz.

As advertising genius Bernd Kreutz tells us, when Picasso first launched his marketing campaign to establish himself as a brand, “marketing” as we know it did not exist. Yet he recognized its potentials, and, by systematically exploiting his own talents, made a billionaire out of a poor painter--and made himself immortal. The Art of Branding traces the proto-typical career of Pablo Picasso as an exemplary illustration of the art of branding, the phenomena that has engaged the minds of corporate management more than any other. Marketing literature is full of theories and recommendations on such topics as brand potential, brand management, brand value, and brand mythology. Yet few publications address the crucial question of how brands are made. In marketing as in art, the art is not in talking about it but in making it. Picasso shows us how it can be done.

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