Few phenomena have engaged the minds of corporate management more than the concept of "brand." Marketing literature is full of theories and recommendations on such topics as brand potential and brand management, brand value and brand mythology. Yet few publications address the crucial question of how brands are made. In marketing as in art, the art is not in talking about it but in making it. The Art of Branding traces the proto-typical career of Pablo Picasso as an exemplary illustration of the art of branding. The author: Bernd Kreutz (born in 1950) is a communications consultant and advisor to top executives in major corporations and institutions. The Düsseldorf expert has received numerous awards for his work, including Corporate Design Awards, "Effies" for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the "Yello Power" brand was developed, one of the most successful launches in the history of marketing in Germany. Germany's leading news magazine Der Spiegel called him an "advertising genius."