This thick, striking B2B branding book by the experts at Deloitte is beautiful. The medium is the message – each page illustrates the company’s commitment to producing clean, consistent and appealing materials that represent the Deloitte brand. Handsomely designed text introduces the fundamentals of B2B branding across an international, multifaceted corporation. The book shares many pretty samples of Deloitte’s work, but doesn’t offer even a peek below the polished surface of its public B2B efforts. You will learn a lot from the guidelines presented in carefully constructed business-speak, but don’t expect a personalized version of the processes covered in the case studies. What you see is what you get, but what you see is useful and great looking. getAbstract recommends this cool branding book for your coffee-table collection.
In this summary, you will learn
- How to master the basics of B2B branding,
- How to assemble and utilize the components of a B2B brand platform, and
- How to implement your brand strategy in your company and in every communication.
About the Authors
Carlos Martinez Onaindia is senior manager of the Global Brand team. Brian Resnick is associate director at Deloitte Touche Tohmatsu Limited. They offer brand consulting in 150-plus nations.
Comment on this summary
Contained in Knowledge Pack:
Knowledge PackBrandingWhat’s in a (brand) name?
Customers who read this summary also read
Aaron Keller et al.
HOW Books, 2016
Fast Company, 2016
David Aaker and Jennifer L. Aaker
California Management Review, 2016