Challenging the Big Brands: How New Brands Win Market Share with Innovative Design

Challenging the Big Brands offers brand creators, graphic designers, and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with dozens of successful graphic design strategies, this in-depth exploration shows the finished pieces that distinguished the campaign from those of their competitors. Each case study includes insights -- both from the client company and the design firm -- on the creative processes behind the projects and the brilliant moves that helped catapult them to the top.

Distilling valuable lessons from international brand success stories, this visual guide is a must for anyone involved in launching new brands into a competitive market.

Illustrated throughout with color photographs of advertising, this volume shows how graphic design has helped a number of "challenger brands" to become today's market leaders. Aimed at brand creators, graphic designers, and advertising executives, the text describes dozens of successful graphic design strategies from the original proposals through their final implementation. Business reporter Evans and public relations consultant Cullen profile the visual strategies of 28 companies, including Virgin Atlantic Airways, Krispy Kreme, Adidas, and KitchenAid. Annotation ©2003 Book News, Inc., Portland, OR

Judith Evans is a business reporter for the Washington Post and has been a reporter for several newspapers, including New York Newsday, since 1985. She lives in Washington, D.C.

Cheryl Dangel Cullen is a marketing and graphic design consultant who writes for several major graphic design publications. She is the author of a number of books, including The Best of Annual Report Design, Large Graphics, Small Graphics, Then Is Now, Promotion Design That Works, and the forthcoming Identity Design That Works. She lives outside Chicago, Illinois.