What's the difference between a successful brand that is designed to grow over time, from one that is not? What makes brands like Nike, Rolls-Royce, Apple, Lego and Amazon to be the first ones that come to mind when a consumer is asked an unprompted question about their category? New Brand Fundamentals investigates the meanings, the values and the strategies behind a term so widely used yet difficult to define: a "brand." Rediscovering the true nature of the brand and identifying its core strategic elements are essential tasks in order to overcome any competition and to build a solid, long-lasting foundation - one that wins the challenge of unpredictable shifts in market and consumer behavior. Can a different approach shape the destiny of a brand? The insights, analysis and references included in this book answer positively to this question and offer leaders, managers and consultants the best approaches aimed to review their brand's strategic identity and to set a path that opens up a world of opportunities. "Leaders, their management and their branding consultants would benefit by reading 'New Brand Fundamentals'. The results, from construction of brand equity to increase of market share, can be attributed to company awareness on how to combine business, brand, culture and marketing." - Alina Wheeler, Author of "Designing Brand Identity: An Essential Guide for the Whole Marketing Team, 5th Edition" "This book represents a precious contribution on the subject, tracing the confines of the most important and differentiating characteristics of a brand: its true strategic identity." - Lisa Craig, Global Brand & Marketing Strategy Leader Marco Barel is founder and principal at GBR, a global brand consultancy agency based in the US, Italy and Singapore, that combines strategy, data-driven insights, standout visual expression and digital expertise to transform businesses. Over the years, he has worked on strategic brand and visual design initiatives for DuPont, FedEx, Volkswagen, The Coca-Cola Company, and many other ambitious B2B, B2C and B2B2C brands from all walks of life. Marco Barel is founder and principal at GBR, a global brand consultancy agency based in the US, Italy, and Singapore, that combines strategy, data-driven insights, standout visual expression and digital expertise to transform businesses. Over the years, he has worked on strategic brand and visual design initiatives for DuPont, FedEx, Volkswagen, The Coca-Cola Company, and many other ambitious B2B, B2C and B2B2C brands from all walks of life.