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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 5Creating Your Brand’s Look and Feel

“I warn you against believing that advertising is a science. Artistry is what counts. The business is filled with great technicians, and unfortunately they talk the best game … but there’s one little problem. Advertising happens to be an art, not a science.”

—Bill Bernbach, Legendary “Mad Man”

You’ve got to come up with something that visually defines the brand: a logo, a shape, a color, or a design. What’s the brand going to look like? What’s the logo? What’s the packaging? What’s the website design? What’s the store experience like? What’s the brand personality?

All these are aspects of a brand’s look and feel. Look and feel covers all the traditional areas of graphic design, but it’s also about ...

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