In Universal Principles of Branding, author Mark Kingsley deftly deconstructs the discipline of branding with intelligence, candor and a much-needed, remarkably original voice. In doing so, Kingsley has accomplished the impossible: he has created a book that finally—at long last—provides a confident, crystal clear, no-holds barred overview of what it really takes to create, define, build and deliver a brand.
― Debbie Millman, host of Design Matters and Chair of the Masters in Branding program at the School of Visual Arts
Quoting a slew of unusual suspects through a myriad of lenses, Kingsley dismantles and reframes the basic tenets of branding to promote a more robust, critical, and introspective understanding of it. With so many step-by-step books on branding, this book offers a unique point of view that places it as an intrinsic aspect of human behavior.
― Armin Vit, Co-Founder of UnderConsideration and Editor of Brand New
Mark Kingsley approaches branding with exactly the right balance of wisdom, skepticism, and humor, giving it exactly the kind of tough love the subject so richly deserves.
― Michael Bierut; Partner at Pentagram, critic at the Yale School of Art, lecturer at the Yale School of Management