Myths of Branding: A Brand is Just a Logo, and Other Popular Misconceptions

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... isn't it?

In Myths of Branding , renowned branding experts Andy Milligan and Simon Bailey explore the huge number of misguided, mistaken and blatantly false myths that abound in the arena of branding. From the belief that developing brands is nothing more that fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - all these myths are surprisingly entrenched, and yet could not be further from the truth.

Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information, it guarantees a deeper, sharper understanding of the realities of brands and brand management.