The Big Page of Corporate Identity Design

|02|   Contraction. A brand becomes stronger when you narrow its focus
|03|   Publicity. The birth of a brand is achieved with publicity, not advertising
|04|   Advertising. Once born, a brand needs advertising to stay healthy
|05|   The Word. A brand should strive to own a word in the mind of the consumer
|06|   Credentials. The crucial ingredient in the success of any brand is its claim to authenticity
|07|    Quality. Quality is important, but brands are not built on quality alone
|08|   The Category. A leading brand should promote the cateogry, not the brand
|09|   The Name. In the long run a brand is nothing more than a name.
|10|    Extensions. In order to build the category, a brand should welcome other brands
|11|     Fellowship. One of the fastest routes to failure is giving a brand a generic name
|12|    The Generic. What branding builds, subbranding can destroy
|13|    The Company. There is a time and a place to launch a second brand
|14|    Subbrands. There is a time and a place to launch a second brand
|15|    Siblings. A brand’s logotype should be designed to fit the eyes. Both eyes.
|16|    Shape. A brand should use a color that is the opposite of its major competitor’s
|17|    Borders. There are no barriers to global branding. A brand should know no borders.
|18|   Color. A brand is not built overnight. Success is measured in decades, not years.
|19|   Consistency. Brands can be changed, but only infrequently and only very carefully
|20|  Change. No brand will live forever. Euthanasia is often the best solution
|21|   Mortality. The most important aspect of a brand is its single-mindedness
|22|   Singularity. The most important aspect of a brand is its single-mindedness

The Brand Gap
The Brand Gap slides cover a lot
in a short reading.
http://www.slideshare.net/coolstuff/the-brand-gap