Annotated Bibliography February 13th, 2021
Topic: Branding/Advertising in design
Entry #4:
- Who’s Afraid of the Big Brand Wolf? By Marty Neumeier
- Marty Neumier is an american author and speaker who writes about the topics of brand, design, innovation, and creativity.
- The article, “Who’s Afraid of the Big Brand Wolf?,” By Marty Neumeier discusses branding and why people have such a disdain toward the word. In the article Marty Neumeier goes over the fears people have with the word brand. The first being Brands are erected by evil companies to disguise their bad behavior. This idea by Marty was interesting because you really have to look at who makes a brand, a company or the people buying the products. The second fear he talked about was, branding is commercializing our lives, he looks at the difference of branding and advertising in this section. Branding as he describes it is the long term values that are recognized within a company, while advertising is about short term sales of products and delivering a message quickly and effectively. The difference between these two things is important and often forgotten. On one hand a brands identity is its values, recognition, and impact on society, but advertising uses those things to create good advertisements. The article then goes on to discuss two more points of branding fears such as Global brands are the Trojan horses of creeping cultural imperialism, and Brands will become more powerful than countries.
- Neumeier, Marty. “Who’s Afraid of the Big Brand Wolf?” AIGA, 22 Oct. 2004, www.aiga.org/aiga/content/inspiration/voice/whos-afraid-of-the-big-brand-wolf/.
