Inclusive Branding: The Why and How of a Holistic Approach to Brands

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Palgrave Macmillan, Oct 22, 2002 - Business & Economics - 210 pages
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Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral - indeed leading - element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organisations in a variety of industries show the practical necessity of holistic brand thinking, and its results.

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About the author (2002)

KLAUS SCHMIDT is co-founder and now CEO of Henrion Ludlow Schmidt, leading European brand creation and management consultants based in London and Hamburg. The company is well known for its work for clients such as Deutsche Bank, KLM, London Electricity, Mercedes-Benz, Mitsubishi and Roche. His first book, The Quest for Identity, appeared in 1995.

CHRIS LUDLOW is a co-founder of Henrion Ludlow Schmidt, is now a consultant to the company and is a frequent contributor and broadcaster on branding subjects.