About the book

Almost everything you need to know about brands. Brand Brands is for brand lovers, brand builders, and brand thinkers working across culture, media, design, creativity, and other specialized disciplines where ideas take form and influence behaviors. This book presents four distinct ways to explore over a hundred essential concepts of the brand world — Keywords, Levels of Depth, Industry Directory, and Index A to Z. Each method is designed to serve different needs, moments, and ways of thinking.

Whether you are a student of graphic design, visual communication, or human-centered design, or a practitioner in branding, advertising, or integrated marketing communications, this book is designed to be within reach — ready when a concept needs definition, when language needs precision, or when clarity is required to move forward. It offers the building blocks of foundational knowledge, giving you a place to enter a question/challenge before attempting to solve it.

Whether you are new to the world of branding, deeply experienced in its practice, or simply fascinated by how brands evolve, collide, and endure, this book meets you where you are. It equips you with tools that are both accessible and expandable — inviting you to explore the world of brands with fresh eyes, sharper language, and renewed curiosity.

This book serves not only as a practical toolbox you can return to, but also as a vehicle — one that carries you beyond certainty and into the endlessly fascinating terrain of brand imagination.

About the author

Lucas Knightley Tang is a brand expert, entrepreneur, art and design consultant, designer, writer, artist, podcaster, and cultural anthropologist. He has worked as a brand, communication, and experience design professional, as well as an integrated marketing communications specialist, throughout his creative career in North America, Europe, Asia, and the Middle East.

Lucas received a Master of Science in Communications Design from Pratt Institute in New York City, United States, and a Master of Arts in Cultural, Media and Creative Industries from King’s College London, United Kingdom. He is also the author of the books: Mister Knightley’s Time Capsule; You Are Here, There, and Everywhere: A Multi-narrative Coloring Book; and A Series of Mysterious Companions.