Designing B2B Brands


Designing B2B Brands

Lessons from Deloitte and 195,000 Brand Managers

HOBOKEN, N.J.--(BUSINESS WIRE)-- John Wiley and Sons, Inc., today announced the publication of Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers (Wiley, 978-1-118-45747-4, April 2013, US $49.95). Written by global brand managers at Deloitte Touche Tohmatsu Limited, Carlos Martinez Onaindia and Brian Resnick share a seamless framework for global brand success, created and followed by an organization renowned for its leading edge consulting and advisory services. With guidance that takes readers on a clear, linear path toward achieving their brand objectives, this impressive single-source volume is the one book no business marketing professional should be without.

Beautifully designed and filled with illustrations and examples, this comprehensive manual lays out the necessary steps for creating an iconic global identity, the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. It uses the lessons of Deloitte to help other business-to-business operations deliver a high-impact, value-added brand experience.

Inside, readers will learn:

  • Essential up-to-date strategies for keeping a brand fresh and enduring

  • The role played by designers, the marketing and communication function, human resources and talent teams, agencies and vendors, and more

  • The impact of digital and social media, two massive forces requiring new thinking for B2B brands

  • How to incorporate best practices for emerging markets

As the profile of branding has elevated, so has the influence and responsibility of corporate brand managers, marketers and communicators. This book arms anyone that takes a role in shaping a company's brand with a strong understanding and plan on how to deliver results. Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers is now available for purchase online and at retailers nationwide in both print and all e-book formats. For a list of retailers: visit

About the Authors

Carlos Martinez Onaindia (Madrid, Spain) is a Senior Manager and Brian Resnick (New York, NY) is an Associate Director in the Global Brand teamat Deloitte Touche Tohmatsu Limited. Carlos and Brian are senior leaders in the global brand and visual identity group of Deloitte, the leading professional services network globally.

About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte has in the region of 200,000 professionals, all committed to becoming the standard of excellence.

Designing B2B Brands
Lessons from Deloitte and 195,000 Brand Managers
Published by John Wiley & Sons, Inc.
Publication date: April 2013
$49.95; Hardcover; ISBN: 978-1-118-45747-4

Wiley PR Reference: 978KMPSS01729

Photos/Multimedia Gallery Available:

John Wiley and Sons, Inc.
Evelyn Martinez, 201-748-6358

KEYWORDS: United States North America New Jersey


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