Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development

Scott Lerman has one of the most brilliant minds in the world of branding. His clarity, drive and constant search for understanding and innovation ensure the creation of unique brands for his clients. They are born based on their particular reality, vision and needs.This book is perfect for anyone interested in clearly understanding the process involved in the creation of a strong brand. His methodology is the result of years of experience in the "real world". It's a not a textbook of unpractical theory; it's a book that challenges you and gives you the tools to make things happen –whatever the limits and opportunities available– in the majority of companies.This book is obligatory reading for any client and consultant involved in the process of the creation of a new brand or corporate identity.–Juan-Carlos Fernandez

Scott Lerman has drawn from his impressive background to create a comprehensive guide to building better brands. In each chapter, Lerman breaks down content into bite sized piece that are informative but not overwhelming, and each piece is shaped by his years of experience. For example, even the short section on the (not so) simple act of naming is particularly insightful. Not only is this book useful for practioners, it makes a great text book. It’s a compelling, easy-to read, carefully built book that takes the reader step by step through the process in a conversational style. I highly recommend this book for students and educators, as well as professionals.

I'm always suspicious when I see ALL five star reviews for a book. Well written reviews too - drooling all over the book. It's good to have friends I suppose. My first impression scanning this book is that it feels, looks and reads just like a college freshman textbook with lots of redundant material and white space. More than the loose ChartPak marker drawings that really got on my nerves, Scott said that he did not want to showcase the brands he helped improve, create and grow in the book, but that's exactly what would have made this book much much better value in my opinion. Scott gave plenty of process models, repeating them on every page almost, I got it already - it's a progression, but could have included more real life usages of the models. There are a few, but not nearly enough. The brand client interviews were trite and obviously massaged/managed. 200 pages...100 of them were not needed, and could have been replaced with real life case histories. Oh, I understand companies don't want to share that kind of information, but we all would still like to read how well ALL client employees worked together in harmony to achieve the "three" word list. This book is obviously the pulpy short version (with plenty of holes) of the larger client projected presentation. Bottom line; would I recommend buying this book? At a very discount price, but not at the jacket price of 39.99, because half the book isn't saying much.

I've been very fortunate to work as Creative Director with Scott on many of the programs he's discussed in his book. His methodology works so successfully in drawing out what is compelling, true and actionable about each brand. Scott provides the tools that help you uncover a brand's positioning in a highly interactive, engaging and empowering process. This book will make you a better brand practitioner!

Nice book

The book is printed on high quality paper and has an attractive glossy cover (thus one star). I purchased the book new from Amazon mainly out of interest in great brands and what made them great, but also to help me to improve my own brand. Reading it, I found a lack of substance and critical analysis which undermine its promise as a guide to a "better brand." The guide is often of the style "make a list" or "find clear place to work," or "go for the most bang for the buck." At one point the book notes skepticism of branding as a "soft" discipline but then delivers content that looks and reads like a free pamphlet. Many pages have only a few words or a few sentences, others have irrelevant illustrations (sometimes pleasant). Many images of post-it notes. It is condescending or meant to be? Not sure. Vague often shallow suggestions are mixed with anecdotal examples that don't clearly support any "ideas" or guiding principles. I agree with another reviewer who found the many 5 star reviews a bit suspicious.

Scott Lerman encapsulates a holistic way to shape a brand. Because brands are complex, using an organized process can tease out the dimensions that truly create powerful brands in the marketplace. Rather than being a logo design beauty contest, developing profound brand strategy as the foundation of communications and behaviors is the way strong, leadership brands are created. Every brander should read this text.

Mr. Lerman has presented material within this book that can be used immediately in your brand strategy process. He has broken down the development process, given action plans, and even presented interviews and insights from industry professionals who have spearheaded large branding/re-branding projects. I would recommend this book to any marketing/branding professional.

One of the best step by step guide to Branding. A logical explanation of the archetype of how to do it. I'm a graduate student using this book for my professional help. No matter who you are this will help you to understand and connect each and every dots.

practical, example lead and a truly engaging style and approach

Very helpful. The projects proved invaluable.