Book description
As one of Britain's best-loved brands, Virgin is synonymous with
enterprise and business know-how. This series of inspiring and
practical business guides has been created with the help of Warwick
Business School, one of the world's leading teaching and research
instituions in the field of business and management. Warwick's Centre
for Small and Medium Sized Enterprises has internationally acclaimed
expertise in the subject of entrepreneurship, gained by working
closely with start-up and growth-seeking companies, focusing on their
practical needs.
Branding is one of the most important aspects of marketing for any
enterprise. In this straightforward and captivating guide, Paul
Dickinson who has worked to define some of the biggest brands in the
world, shows how an eye for detail and design can help to re-energise
any company or organisation.
In this book, you'll find out how simple brand identifiers like
colour and 'feel' can make powerful statements about your company, no
matter what its size. Paul Dickinson shows how to change the way you
think about your company's identity, and how to take simple steps to
increase your sales and profits through effective branding and
enhanced customer satisfaction. Fascinating case studies demonstrate
how the theory has been turned into practical steps - and checklists
and action plans will enable you to do the same.
Paul Dickinson is a consultant at branding consultancy Rufus Leonard.
His clients have included Andersen Consulting, the BBC, BT, Mercedes
Benz, Royal Mail, Shell and VISA. He is also a director of the Digital
Media Research Laboratory, established by Cable & Wireless and
Lloyds TSB to research online branding, and a founder of Eye-Network.
com, Europe's largest videoconference booking service.
