Lynda Decker releases Responsive Branding: Why Agility Beats Structure in a Multichannel World

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Must-read book is poised to share how to succeed in a cluttered marketplace by abandoning conventional brand strategies

Lynda Decker, President and Creative Director of Decker Design

This book is a must-read for anyone who is serious about marketing and product branding.

Lynda Decker, President and Creative Director of Decker Design, is pleased to announce the release of her latest book, titled "Responsive Branding: Why Agility Beats Structure in a Multichannel World." Decker distills key insights into actionable advice that any marketer, from entrepreneur to CMO, can readily implement.

Today’s marketers march in lockstep formation with their brand standards manuals, too paranoid to stand out from other companies in their category and too rigid to engage meaningfully with their customers. Branding leader Decker argues that “It’s time to use that brand manual as a doorstop and ignore the old rules. It’s time for brands to get real: to be honest, personal, connected and responsive.”

Responsive Branding is a new way to think about business discipline. Responsive brands are built on conceptual themes that are bigger and broader than graphic design, that establish common ground between the brand and customers’ emotions. Decker shares real case studies of companies that have tossed out conventional brand strategies and found unprecedented success. Through interviews with brand managers and innovators from Fortune 100 companies, global agencies and small businesses, Responsive Branding takes readers behind the scenes to uncover what these brands deploy to stand out in a noisy and crowded marketplace.

Advanced praise for Responsive Branding has been abundant:

“Lynda Decker’s Responsive Branding philosophy turns long-standing business wisdom on its head. This book is a must-read for anyone who is serious about marketing and product branding.” --Al Lieberman, Professor of Marketing, Stern School of Business, NYU and author, The Entertainment Marketing Revolution

"After reading Responsive Branding, I re-read it. Then got out the highlighters and notes to mark passages for future talks with my clients. As the business of communication, positioning, advertising and everything related to brand awareness becomes more of a template-safe, formulaic, vague and ultimately average, Lynda’s approach and insight is a great wake-up call to what needs to happen in our industry. This book asks the right questions, includes a thoughtful range of case studies and makes the complex, clear." --Steve Liska, brand designer, Liska + Associates.

For more information and/or to purchase Responsive Branding on Kindle, please visit http://amzn.to/2bxdMZU.

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About Lynda Decker of Decker Design: Lynda Decker seized upon her early career experience working with legends in the creative field to establish a new kind of agency — one that blends the wit of advertising and the discipline of design. She is President and Creative Director of Decker Design, the award-winning New York City-based consultancy she founded in 1996. Decker Design builds leading professional service brands through research, writing and beautifully crafted design solutions. Lynda began her career at Lubalin Peckolick Associates; went to Newsday to redesign the Home, Business and Real Estate sections, she then spent a decade in the world of big advertising, where she joined McCaffrey & McCall, Backer Spielvogel Bates and Wells Rich Green. Her work won a Clio and awards from both the One Show and the Art Director’s Club. Lynda is a Huffington Post blogger.

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Melissa Feuer
Co-Communications, Inc.
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