Strong brands are like rocks in the rough economic surf, and creatives contribute significantly to this stability. It is helpful to internalize what defines a successful brand and how it can be infused with values. Melissa Davis presents this topic in a clearly structured manner: she explains brand structures, families, and values, successful communication concepts, and creative approaches, while also illuminating various target groups and future trends. Case studies for each subject area support the content in an easily understandable way and provide many insights for one's own projects and brands. This volume is certainly an exciting and educational read for marketing professionals in the business world as well.