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Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers, by Carlos Martinez Onaindia, Brian Resnick
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Get tactical insight from the top business-to-business branding experts—and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. Features essential up-to-date strategies for keeping your brand fresh and enduring Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands Incorporates best practices for emerging markets With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
- Sales Rank: #883221 in eBooks
- Published on: 2013-02-19
- Released on: 2013-02-19
- Format: Kindle eBook
From the Back Cover
A comprehensive guide to creating and implementing a global brand platform using the lessons—and secrets—of the world's largest professional services organization
As branding becomes ever more central to business success, more professionals than ever before play a role in shaping a company's brand and are counted on to have a strong understanding of how to deliver consistent results of very high quality. This comprehensive manual lays out the steps needed to create an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.
Designing B2B Brands illustrates all the components of an integrated brand identity system, and how it can be crafted and implemented for optimal effect. Here, theory is replaced by practice: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. This powerful guide:
- Features essential up-to-date strategies for keeping your brand fresh and enduring
- Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more
- Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands
- Incorporates best practices for emerging markets
With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.
You don't need to be an agency professional to appreciate the key insight of Designing B2B Brands: that brand excellence is best achieved through the creative connection of business goals, culture, and people.
SIR MARTIN SORRELL, CEO, WPP group
For the first time in the history of business books, an elite global professional services firm actually shows, touch point by touch point, channel by channel, what it takes to be a brand leader. In a world filled with B2C branding, finally, a book about B2B. Kudos. We needed it.
ALINA WHEELER, AUTHOR, DESIGNING BRAND IDENTITY
About the Author
CARLOS MARTINEZ ONAINDIA is Senior Manager, Global Brand, and BRIAN RESNICK is Associate Director, Global Brand, both at Deloitte Touche Tohmatsu Limited. They provide strategic and creative counsel around brand identity, which is active in more than 150 countries.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Zen-like concepts and little depth in a coffee-table book format
By Stephanie Sullivan
I was hoping for a practical how-to guide for B2B branding. That's what my small business does: B2B services. There was little practical advice in this book that applies to small business.
What I did find was a series of zen-like concepts and how they applied to Deloitte - a very large international corporation. These little nuggets of wisdom were good and I think helpful for my own marketing strategy creation. Is it conceptual? Yes. Is it a practical guide? No.
I think the title mentioning 195,000 Brand Managers leads the purchaser to think there may be input or examples from outside Deloitte. It quickly can be seen when reading the 195,000 are just all the Deloitte employees. Still this bugged me a bit.
The layout of the book is logical and presents the (as the authors appear to feel) gold standard of the Deloitte B2B marketing and branding efforts. It is good, but feels self aggrandizing. At least a bit is due to the lack of any pitfalls in how the brand was implemented. Surely there were things they tried that didn't work. Knowing those and why they didn't work would have been helpful and I think built more credibly.
The book itself is hard cover in coffee-table large format. The high quality paper and color printing with emphasis on pictures and large simple diagrams all say this book is more for display than reading. Perhaps this is the coffee-table book for the marketing professional?
I got some good concepts and ideas about marketing and branding from Designing B2B Brands. I don't think it was aimed at me, but at the mega corporation marketing professional.
For the marketing professional it may be a 5 star book, but for me it's only worth 1 star. I would not spend my money on this.
5 of 6 people found the following review helpful.
Great value
By AmazonReader1511
This book has a lot of useful information and examples. The focus is only Deloitte, but it's a good illustration of how a brand is expressed and managed in every aspect of a single business. For companies with some DIY spirit, this would be a good reference. I don't know how the visuals would translate to the kindle edition. In the print version, the images help convey the balance of consistency and creativity in how they communicate, which is one of the best parts of this book. Without those images it may not have as much impact.
4 of 5 people found the following review helpful.
Impressive brands and impressive book!
By Jack Frederick
Designing B2B Brands was just what I was looking for - a summary of everything on the topics of branding. Strategy, positioning, visual identity...and then tons of examples of those concepts brought to life. With my marketing background, I found it incredibly useful. I didn't know much about Deloitte or their brand before reading this, but it was a real eye-opener. Impressive brand and impressive book!
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