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Book description

Brand Thinking offers 22 short interviews with an astounding array of heavy hitters in branding, identity design, and related disciplines. Its a fascinating and invigorating read. Millman coaxes the likes of Tom Peters and Karim Rashid into moments of almost shocking candor; Dori Tunstall and Alex Bogusky unflinchingly address issues of social and environmental responsibility; Brian Collins insights into Apples brand left me literally open-mouthed. Millmans interviews are wide-ranging, but reveal surprising commonalities in addition to the expected differences; I was surprised, for instance, by how many interviewees, apparently without coaxing, associated branding with religion. (On the other hand a few fessed up to making some purchase decisions on the basis of price and features.)One very slight drawback: experiencing the work of any of the interview subjects is left as a homework exercise for the reader; Brand Thinking is strictly text-only. Its an interesting counterpart to more visually oriented books like Sean Adams Masters of Design (Sean Adams is himself one of Millmans interview subjects.)I would definitely recommend this book to anyone interested in branding and identity.

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