The art of branding / Bernd Kreutz.
By: Kreutz, Bernd
.
Material type: 
BookPublisher: Ostfildern-Ruit, Germany : Hatje Cantz, c2003Description: 50 p. : ill. (some col.) ; 24 cm.ISBN: 3775791574 .Subject(s): Branding (Marketing)DDC classification: 658.827
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.827 (Browse shelf(Opens below)) | 1 | Available | 00106247 |
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Enhanced descriptions from Syndetics:
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.
Translated from German.