Description
Published: 2022
Finalist: Australian Business Book Awards, 2023
“Finn’s book helps us do the hard work of building a brand that matters, one with heart and soul.”—Seth Godin Author, This is Marketing.
In this book, Kevin Finn presents an insider’s view of how businesses become brands—and what this now means in the 21st Century. From logos and Design Thinking, through to the rise of Purpose-led brands, conscious consumerism and a new era of business leadership, Finn explores this rapidly shifting landscape. Based on 15 tried-and-tested principles observed and developed over a near 30-year career in design and branding, Finn uses common language to encourage a mindset you can adopt in your own way, and which can be applied to any business, regardless of size or sector, including established brands looking to stay on track. But with the pace of change steadily increasing, it’s now no longer just about making ethical business decisions. It’s about survival.
Finn draws from direct and personal conversations with Edward de Bono; Ken Segall (ex-Advertising Creative Director for Apple, who worked with Steve Jobs for 12 years); David Ohana (former Global Chief of Brand Building at UNICEF); Anne Miltenburg (founder of Brand The Change, and Brand Manager at Internet of Elephants, Nairobi); Helen Walters (Head of curation, TED); Michael Bierut (Partner at Pentagram, New York); Wally Olins (co-founder of seminal branding firm Wolff Olins); Damien Walsh (Managing Director of Bank Australia); and Daan Roosegaarde (founder of Studio Roosegaarde in Rotterdam, and a Young Leader at the World Economic Forum), among others.
“An extraordinarily thorough and perfectly designed book. It is rare for me to like any book on branding, but it is disturbing how much I loved Brand Principles. Dammit! Now I’m off brand.”
Brian Collins Co-founder, & Chief Creative Officer, Collins
“Kevin Finn inspires us to design from the inside out, aligning Values and Purpose with long-term impact. Brand Principles brings immense clarity and coherence not just to the design of brands, but to the design of all complex scenarios.”
Professor Claire Annesley Dean of Arts, Design & Architecture, University of New South Wales
Please Note: If you’d like to order more than one book, please send an email and a shipping quote will be arranged.
392 pages
