Brand Mechanics – The art and science of building brands
is written by Michael Llewellyn-Williams, PhD, Principal and founder of BrandMechanics® in San Francisco and is published by Chromium Books.
Revealing for the first time not only his proprietary methodologies but also exposing some of the shameful practices closely guarded by the branding industry, the author is unapologetic about his intent:
“I want to blow the lid off some of the practices I’ve seen as a hands-on planning director and strategist working across three continents in the last 30 years. And equally importantly, I want to share my own methodologies in detail to demonstrate it’s a fallacy to assume creating a compelling brand strategy is somehow a great mystery.”
Written for brand leaders such as CEOs, CMOs, and VPs of Marketing, as well as new students of the craft, Brand Mechanics takes a frank, fresh look at branding fundamentals and lays out a step-by-step, practical guide to constructing a powerful, inspiring brand, reflecting the author’s experience working on famous brands such as Disney, Visa, AOL, Hewlett-Packard, Toyota/Scion, Bank of America, Hunt-Wesson, Shell, Kraft, Pizza Hut, BMW, Land Rover, Accenture, McDonald’s, The Boston Consulting Group, Mandalay Bay Resort & Casino, Pentax and Tomb Raider/Lara Croft.
Llewellyn-Williams added, “I hope to make the brand development process easier to understand and execute, because too many companies are suffering weak growth when a stronger brand would make them more competitive.”