The Brand Bible is out! And as I mentioned in my August post, this publication was a collaborative effort of the students, faculty, and friends of the Masters in Branding program at The School of Visual Arts.
As Contributing Editor, it was a privilege to play a role in the creation of this publication. Little did I know when developing the curriculum and syllabus for my class, Origins of Consumer Markets, Brand Identities and Package Design, that it would become a framework for this book. An honor indeed.
Brand Bible builds on many of the core principles of the class . . . where we spend the semester communicating the symbiotic relationship between the aesthetic principles, cultural influences, and historical precedents of brands. And try to instill the notion that understanding these relationships, and how they build and change over time, is a critical step in the development of an informed judgment about the future direction of a consumer product brand.
With this first publication we have indeed created a new intellectual community, and the beginning of what I hope will be an ever more engaging and complex conversation about brands. Please let me know what you think of the book.