Description

In this era of rapid change, our training no longer aligns with our work, and this gap widens daily. Rapid transformations render concepts obsolete and tools inadequate. We are tasked with new things, yet we are stuck with outdated rules and theories.

User-centricity, purpose-driven brands, experience design, and content marketing represent largely unexplored territory. We've moved from product branding to branding as a product, and from the one-off act of identification to the ongoing process of differentiation.
"Corporate identity " no longer provides all the answers, and we can no longer think as we did in the twentieth century. Branding today presents an environment where simply being a designer is no longer enough to be a good designer; it's necessary to broaden our understanding of design and integrate it with organizations and other disciplines.

Combining inputs from the social sciences with elements of pop culture, practical experience, and concrete examples, Brea revisits the notion of identity and explains what a brand is in the twenty-first century, what functions it fulfills, and how its relationship with design, marketing, communication, business, technology, the economy, society, culture, and the future is articulated.

Author
Guillermo Brea

Technical specifications
Edited by: Wolkowicz
Year: 2020
Type: Book
Binding: Paperback
Dimensions: 27 x 20 cm
Weight: 660 gr
Spanish
Pages: 248
ISBN: 978-987-4117-46-5