The Bridge

The Bridge is a new look at an old subject, the influence of art & design from the 1st millennium to the 21st century. It is carefully explored in this fascinating book about commercial persuasion. Today’s market managers would be wise to become aware of the value & diversity of the creative world just as the creative makers & graphic designers must learn to appreciate the marketing strategies & tactics that lead to the introduction of a new product. This book explores that world in a new & fresh way, one that is informative yet entertaining. Readers will learn how logos began, back in the mists of time & on ancient battlefields & how they are used today by big corporations. When did packages first appear & become brands, fiercely fighting for market dominance? Why is advertising so powerful a tool of persuasion that advertisers like Anheuser Busch are willing to pay $2.7 million for a 30 second commercial on the Superbowl? All these subjects & more are explored in this book by the

Author Biography

Bruce Macdonald has more than 40 years in the marketing communications business. During these years he held positions and roles including: 4 years as an illustrator and designer in Chicago, 4 years with an American design firm in London, 10 years as an advertising executive and managing director with Young & Rubicam Advertising Agency. In the mid 80’s he started his own firm (Congdon Macdonald & Shear, Inc.) in New York. He served as Managing Partner, then CEO of this firm. During the course of his career he and his firm received a number of awards for design work, including 3 CLIOS, 3 Society of illustrator awards and one Edison Award for their work with Pepsi Cola, Nabisco Foods, Bacardi, CBS, Johnson & Johnson, etc. Today he is Chairman Emeritus of that firm, retired and living in Lexington, Virginia. Since 2001 he has been a Adjunct Professor of Business Administration with Williams School for Commerce at Washington & Lee Univ where he teaches advertising and design communication.