A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Wednesday, August 23, 2006

BRAND APART BY JOE DUFFY OFFERS INSIDE LOOK AT CREATING WORLD’S MOST ADMIRED BRANDS


One Club Publishing and Duffy & Partners announce the release of a new book, Brand Apart, written and designed by Joe Duffy, that features interviews with and work from the creators of eleven successful brands, including MINI, Citibank, Nike, Harley-Davidson and Starbucks. The book offers a behind-the-scenes view that will leave readers, as it left Duffy, inspired by what is possible when the highest levels of collaboration and creativity are aligned.
“To say this book was a labor of love is an understatement,” said Joe Duffy, chairman of Duffy & Partners. “Three years ago we embarked on a journey to talk to the clients and creators of some of the most provocative and innovative brand marketing efforts around the world.
“What we learned are the secrets of making a brand stand apart in this incredibly cluttered marketplace where consumers have more options to tune out than ever before. Each of these cases demonstrates what can be accomplished when new levels of creativity and collaboration are put front and center in the best interests of the brand.”
Brand Apart comes at a time of immense change in marketing and advertising, when clients and agencies alike are questioning the effectiveness of traditional methods to reach and engage consumers. Duffy learned that quality is far more important than quantity and strong partnerships between clients and agencies are key to generating strategies that result in some of today’s most admired brands.
As Duffy states in the introduction, “Let the contents of this book serve as proof of the extraordinary impression that seamless marketing communication has on our audience, our culture, our industry, and on the business of our clients. Great work and great results are inextricably linked. And any brand created with this rule in mind will live to be a truly exceptional brand.”
The lavishly-designed hardcover book, equal parts design piece and marketing manual, is published by The One Club, which also produces the bestselling One Show Annual and One Show Interactive.
“We’re extraordinarily proud of Brand Apart and the tremendous effort that Joe and his team at Duffy & Partners made to bring it to life,” said Mary Warlick, One Club executive director. “The celebration of creativity in marketing is what the One Club has always stood for and our first foray into publishing truly highlights the best of the best. Everyone charged with creating strong brands will benefit from reading Brand Apart.”
Brand Apart reads as a who’s who of the marketing world. Contributors include, among others, Alex Bogusky, creative director, Crispin Porter + Bogusky; John Jay, partner/executive creative director and Dan Wieden, president, both of Wieden + Kennedy; Anne MacDonald, managing director of global marketing, Citigroup; Paula Scher, principal, Pentagram; Paul Smith, designer/founder, Paul Smith; and Steve Smith, founder, Tazo.
A launch event, co-hosted by the Art Directors Club and One Club, is scheduled Sept. 29 at the ADC in Neww York. Duffy also will be speaking there earlier that day at ADC’s “Big Brand Talks,” a seminar that is open to the public and part of New York City’s second annual Advertising Week. Additional information is at www.adcglobal.org/bigbrandtalks.
Brand Apart is being distributed by Rockport Publishers. Currently, it is available at the One Club Web site (www.oneclub.org) and at amazon.com.
The brands profiled in Brand Apart are: The Islands of the Bahamas, BMW Films, CITI, ESPN Winter X Games, Harley-Davidson, MINI, Nike, Paul Smith, Starbucks, Tazo, and Partnership for a Drug-Free America.

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