The emergence of digital technologies has democratised branding from the province of marketing professionals to any teenager with an Instagram account. Brands can be institutional or personal, profitable or playful, but the environment they compete in has expanded to the global arena, where change is the only constant.
In Rebranding Branding Darren Taylor, founder of 10-year-old brand agency Taylor & Grace, and Mark Schreiber, an award-winning novelist, tell the story of branding from the British East India Company to Brexit, and argue that branding must no longer be viewed as a discretionary budget item, a stepchild to marketing, but as a lighthouse for all business strategy, an always-on beacon to illuminate your organisation’s course.
Imbued with humour, history, and personal insights from the front lines of the branding business, the authors show companies how our global, digital society has made brand strategy crucial to their bottom line, and urge fellow brand strategists to promote branding as more than just a logo.
Darren Taylor is a million-dollar consultant who has helped hundreds of organisations develop and grow their brands to compete in a global environment. He was educated at Swinburne University of Technology and the Royal Melbourne Institute of Technology. He worked at ArtWords before starting his own agency, Taylor & Grace, which has just celebrated its 10th anniversary.
Mark Schreiber is an award-winning novelist. He graduated high school three years early and has been writing full-time ever since. His novel Princes in Exile was published in 10 countries and made into a film. For the last two years he has been a digital nomad, living on four continents, publishing books, creating apps and working with Taylor & Grace as a writer and brand strategist.
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