I heard Scott speak at this year’s HOW Design Live 2014 in Boston and immediately knew his book was something I needed. (Plus, he signed it for me!) It’s a great read for anyone interested in the branding world and covers many angles on the structure and process of creating great brands. Below is an excerpt from Print Mag’s article on an interview with Scott…

At every juncture in our lives from our births to our deaths we are interacting with a brand; whether it be a major player or a minor one, our world is ruled by brands. The task of branding a company, a product, and even yourself is no mean feat. Making something stand out from the daily humdrum of the constant stream of advertising is a daunting task, but a brand is more than just the logo, that logo has to stand for something! A brand without a message, without a meaning, is, well, meaningless.

Consider a nice thick steak you’re picking up from the grocery store. You immediately grab the package with that is emblazoned with the USDA Prime shield. Why? Because it stands for the best possible meat you can buy; this beef is assured to be a cut above the rest. The USDA Prime shield says to the consumer that this steak is safe, high-quality, American beef. One small sticker in the corner of the plastic wrap says so much. That brand meanssomething; does yours?

Branding strategist, professor, designer, and author Scott Lerman recently sat down with us to discuss how he got his start in the increasingly more important field of branding. Lerman’s new book, Building Better Brands, addresses the all important task of making your brand say something with just a glance.

Read the rest here…