Arranged in thematic chapters with an introduction, Beyond Logos identifies and deconstructs the kind of corporate move that turns a footwear store into a ęcathedralĘ and a cigarette brand into a smokerĘs retreat. It tracks the rise of the brand and pinpoints the role played by design companies in creating the experience economy -- a world in which corporations do not have identities but brands, visions, big ideas. Beyond Logos shows how, as we enter the 21st century, we are being taken beyond logos.
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