Jürgen Salenbacher examines the work of leading theorists in business culture before explaining how our success in exploring change rests on our ability to think creatively. Branding practises, he suggests, can help us, but we also need to cultivate creative thinking. This book is a unique resource for creative minds, entrepreneurs, and teams, but may also be used by anyone facing major life decisions.
How to combine magic and logic, creativity and business?
Jurgen Salenbacher: Academic Dean of IED, Istituto Europeo di Design Barcelona.
Barcelona-based Salenbacher has an MBA and has worked in branding, design and
marketing throughout Europe for companies like Levi’s, Mattell, and Louis Vuitton, as well as for personalities like Muhammad Ali. He lectures, coaches, and runs
workshops.
Since 2006 he is teaching Communication Strategy and International Marketing Strategy at IED Barcelona where he also facilitates his CPB-Workshops in various Masters, among them Master in Design Management, Master in Fashion and Master in Graphic Design.
- The books strong, clear design will appeal to those in creative fields.
- The typography is clean and considered.
- Chapter openers are accompanied by striking, abstract drawings.
- Bold, full-page pull quotes appear throughout the book, emphasizing key points and making the book easy to skim.
- The writing is clear and accessible.
- Salenbacher puts everything in terms that those working in creative fields can grasp.
In six chapters, J?rgen Salenbacher describes the importance, especially in the creative industries to collaborate, inspire, and to participate creatively and yet efficiently to achieve goals in the global market.
For this purpose, Salenbacher combines personal experience as a designer, brand
strategist and entrepreneur with profound reflections on the transformation of the economy towards innovation -based on ls4
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