4D Branding

Breaking the corporate Code of the Network Economy
Thomas Gad

4D Branding offers a revolutionary four-dimensional model for understanding brand strengths and weaknesses. It can be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique 'brand code' or 'mindspace', the unique corporate DNA, which can be used to drive every aspect of a business - from product innovation to recruitment.

Companies invest fortunes in creating and maintaining their brands. Much of this money is spent with no clear objective or any means of evaluating its impact. 4-D Branding offers both a clear analytical framework and a method of measuring the impact of your branding, backed by a wealth of new examples.

Thomas Gad founded Futurebrands.com, a business based in Stockholm that has now merged with Conradi Hvid to become Differ. Themethod he created for creating, transforming and maintaining brands is unique and is now much in demand from network economy enterprises. Differ's clients include many of Europe's best-known companies, such as SEB, Ericsson, BMS Software, BMW, ASCOM, Datatec-Logical, Vattenfall-SwedPower and Matse-Serla. Also Differ is advises a number of incubators and dot.com start-ups. In early 2000 the company opened its office in London.

Translation Copyright © Stockholm School of Economics in Saint Petersburg, 2003, 232 pages.
ISBN 5-315-00032-X

For further information on publishing, please contact
"Mann, Ivanov and Ferber", e-mail sse@mann-ivanov-ferber.ru