There is a form of creativity so powerful that it only takes one look, one listen, for millions of consumers to remember it, like it and buy it, as well as to tell others about it. These are the so-called Super Signs – the brands that are embedded in human culture and which are hidden deep in our subconsiousness.

This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and changing world. Super Signs are the most effective and powerful means of influencing consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach. A level where the brand triggers an instinctive reaction in thought and action from the consumer.