Challenging the Big Brands: How New Brands Win Market Share with Innovative Design by Judith Evans, Cheryl Dangel Cullen
Challenging the Big Brands: How New Brands Win Market Share with Innovative Design
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Judith Evans, Cheryl Dangel Cullen
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Challenging the Big Brands: How New Brands Win Market Share with Innovative Design

Judith Evans, Cheryl Dangel Cullen

176 pages • first pub 2003 (editions)

informative medium-paced
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Today we perceive companies such as Gateway, Federal Express and Virgin Atlantic Airlines as market leaders, but once upon a time they were challenger brands. This study explores the critical role that graphic design strategy plays in successfully...

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