FedEx -- Adidas -- Sidebar: Hush Puppies -- sarabanda -- JetBlue -- Virgin Atlantic Airways -- Avis -- Gateway -- Sidebar: Seat -- Egg -- Handspring -- Sony PlayStation 2 -- Best Buy -- KitchenAid -- Seven Network -- M1 -- Sidebar: VH1 -- Simply Music -- The "Burn" Collective -- SoBe -- Sidebar: Osborne -- Krispy Kreme -- britart.com -- Sidebar: Christie's -- Big Yellow -- Priceline.com -- Ameritrade -- first direct.

Distilling valuable lessons from international brand success stories, this visual guide is a must have for anyone involved in launching new brands into a competitive marketplace. We know companies like Gateway, Federal Express, and Virgin Atlantic Airways as market leaders. But once upon a time they were "challenger brands." While scores of books explore the business side of world-class branding, no book addresses the critical role that graphic design strategy plays in successfully launching new brands into the marketplace. Challenging the Big Brands offers brand creators, graphic designers, and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with arresting four-color images, the book walks readers through dozens of successful graphic design strategies, from original proposals and preliminary sketches to final design and implementation. Each case study includes insights -- both from the company and the design firm they worked with -- into the creative process behind the project and the brilliant moves that helped catapult it to the top.