This two-volume package is a compilation of the best of the firm’s periodical Sense, launched a half century ago to examine the burgeoning arenas of naming, research, design and brand strategy.
Sense: The Art and Science of Creating Lasting Brands captures the cutting-edge thoughts and insights of leading designers and brand experts on a wide spectrum of issues that helped to define the field as we know it today. The firm’s historical role in the evolving discipline of corporate identity—a term coined by the firm’s founder J. Gordon Lippincott—makes for an interesting perspective throughout the book.
Volume 1 presents a showcase of the magazine layouts and covers designed for each issue of Sense. The fascinating visuals are grouped into chapters according to the topics covered by each edition: The Birth of Corporate Identity, Brand and Communications Strategy, Design and Business, The Marriage of Science and Design, Marketing Strategy, The Role of Naming, Corporate Brand and Wall Street and Customer Experience and Design. Volume 2 is a full-text compilation of the firm’s thought leadership, as originally published over five decades of the magazine. Collectively they chronicle the history, foundation and evolution of corporate identity.
The Birth of Corporate Identity
This chapter explores the early attempts by brand managers to align the customer’s experience with the brand. Highlights include a 1958 article on IBM’s strategic pursuit of conveying a sleek powerful image through its name, logo and office architecture.
Brand and Communications Strategy
Chronicles the migration from product focus to customer focus and captures the accompanying strategies that were implemented to communicate the change in these brands. A 1966 issue included in this chapter discusses the marketing opportunities and challenges presented by the improvement of communications systems that enabled rapid distribution of information globally.
Design and Business
Discusses how the role of design became recognized as essential to differentiation. The 1959 issue “Revolution in the Marketplace” concludes that the “look” of a product was the most important factor influencing purchase when price, brand familiarity and product differences were minimal.
The Marriage of Science and Design
Examines the connection between design, brand strategy and scientific research. A 2002 article on measuring brand value details the pitfalls of assigning a dollar value to a company’s brand versus analyzing and maximizing brand value.
Marketing Strategy
Captures the changes in the relevance and role of marketing. In a 1972 issue, “Advertising: In the Eye of a Hurricane,” Lippincott Mercer co-founder Walter Margulies explores the steady slide of advertising effectiveness concluding that strengthening other communication channels and touch points is key to successful product positioning.
The Role of Naming
Examines the challenges posed for creating new and appealing company names. In the 1984 issue “The Corporate Name: To Change or Not to Change,” this process is reviewed and the details are revealed on the decisions that preceded name changes for the companies now called Citgo, Xerox and Comerica.
Corporate Brand and Wall Street
Explores the importance of a strong corporate brand and its relationship with Wall Street. In 1996, “Return on Image” details how companies like Home Depot leveraged their corporate identities to facilitate growth and financial success.
Customer Experience and Design
Focuses on the ways in which creating better experiences for consumers have evolved. In 1964, “Special Issue: Chrysler Corporation” is a detailed study on the motives and goals behind the redesign of the Chrysler dealerships.