It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to...

Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part...