Bernd Kreutz
The Art of Branding

Virtually no other phenomenon has
engaged the minds of corporate
management quite like the concept of
“the brand.” Marketing literature is full
of theories and recommendations on
such topics as brand potential and
brand management, brand value and
brand mythology. Yet few publications
address the crucial question of how
brands are created. In marketing as
in art, the art is not in talking about it
but in making it.

“The Art of Branding” traces the career
of Pablo Picasso as an exemplary
illustration of the art of branding.

The author