Brand Thinking and Other Noble Pursuits

Brand Thinking and Other Noble Pursuits


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An unprecedented and engaging look at the state of modern branding, with interviews with Malcolm Gladwell, Seth Godin, Tom Peters, Virginia Postel, Joe Duffy, Dori Turnstall and more!

The notion of the brand, like any concept that dominates markets and public consciousness, is a challenge to define. Is it a simple differentiator of the cereals in our cupboards, a manipulative brainwashing tool forced on us by corporations, or a creative triumph as capable as any art form of stimulating our emotions and intellect?

For those of us who grapple with these questions on a daily basis, Brand Thinking and Other Noble Pursuits elevates the discussion to the level of revelation. Each chapter is an extensive dialogue between Debbie Millman, herself a design visionary, and a different leader in the field. By asking questions deeply informed by her own expertise, Millman coaxes lucid, prescient answers from twenty-two interview subjects, among them Malcolm Gladwell, Tom Peters, Seth Godin, and godfather of modern branding Wally Olins.

This engaging and enlightening book is an unprecedented forum on the state of modern branding and how companies and consumers can best understand the behavior behind why we brand and why we buy.

Product Details

ISBN-13: 9781621532477
Publisher: Allworth
Publication date: 05/01/2013
Pages: 336
Sales rank: 466,695
Product dimensions: 6.00(w) x 8.90(h) x 1.00(d)

About the Author

Debbie Millman has worked in the design business for more than twenty-five years. She is president of the design division at Sterling Brands. She has been there for nearly fifteen years and in that time she has worked on the redesign of global brands for Pepsi, Procter & Gamble, Colgate, Nestle, and Hasbro. Millman is President of the AIGA, the largest professional association for design in the world. She is a contributing editor at Print Magazine, a design writer at, and co-founder and chair of the Masters in Branding program at the School of Visual Arts in New York City. Her books are How to Think Like a Great Graphic Designer, The Essential Principles of Graphic Design, Look Both Ways: Illustrated Essays on the Intersection of Life and Design, and Brand Thinking and Other Noble Pursuits. She lives in New York City.

Rob Walker contributes to The New York Times Magazine and Design Observer, among others. He is the author of Buying In: The Secret Dialogue Between What We Buy and Who We Are, and Letters from New Orleans. More at

Table of Contents

Foreword Rob Walker vii

Introduction Debbie Millman 1

Wally Olins 6

Grant McCracken 24

Phil Duncan 40

Dori Tunstall 56

Brian Collins 74

Virginia Postrel 84

Bruce Duckworth 101

David Butler 114

Stanley Hainsworth 127

Cheryl Swanson 140

Joe Duffy 151

Margaret Youngblood 161

Seth Godin 169

Dan Formosa 182

Bill Moggridge 197

Sean Adams 211

Daniel Pink 226

Deedee Gordon 238

Karim Rashid 256

Alex Bogusky 270

Tom Peters 287

Malcolm Gladwell 304

Acknowledgments 319

Index 321

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